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The ubiquity of text messaging (SMS) based mobile communication creates new opportunities for marketers. However, the factors that induce consumers to accept mobile devices as an advertising medium are not yet fully understood. This paper examines the drivers of consumer acceptance of SMS-based mobile advertising. A conceptual model and hypotheses are(More)
In most countries, consumer adoption of digital mobile telecommunications has been faster than that of the Internet. It has been estimated that during 2005 nearly 50 % of European adults will be using mobile terminals that are multimedia enabled. This allows the transmission of pictures, applications, music and video over to mobile phones. The rise of the(More)
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