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As consumers adopt new communication technologies,
advertisers rely less on using traditional media as
advertising channels. In recent years, the fast
adoption of Short Message Service (SMS) by mobile
phone users presents a new interactive medium for
advertising. SMS allows advertisers to send text ads
directly to consumers via their mobile phones. The
ubiquity of the mobile phone extends the traditional
media model of time-space. However, little
advertising research has been conducted to examine
consumers'' attitudes toward SMS advertising. This
book provides insights into factors thay may
influence consumers'' acceptance of SMS advertising
in different cultures. The theoretical model,
formulated based on a combination of aspects of
Ajzen and Fishbein''s theory of reasoned action with
Rogers'' diffusion theory, provides a useful basis
for explaining consumer innovation decisions on
accepting SMS ads. The analysis helps advertisers
understand the usefulness and viability of SMS as an
advertising vehicle and how SMS can be included in
the promotional mix to achieve more optimal results.
advertisers rely less on using traditional media as
advertising channels. In recent years, the fast
adoption of Short Message Service (SMS) by mobile
phone users presents a new interactive medium for
advertising. SMS allows advertisers to send text ads
directly to consumers via their mobile phones. The
ubiquity of the mobile phone extends the traditional
media model of time-space. However, little
advertising research has been conducted to examine
consumers'' attitudes toward SMS advertising. This
book provides insights into factors thay may
influence consumers'' acceptance of SMS advertising
in different cultures. The theoretical model,
formulated based on a combination of aspects of
Ajzen and Fishbein''s theory of reasoned action with
Rogers'' diffusion theory, provides a useful basis
for explaining consumer innovation decisions on
accepting SMS ads. The analysis helps advertisers
understand the usefulness and viability of SMS as an
advertising vehicle and how SMS can be included in
the promotional mix to achieve more optimal results.