Mobile Users’ Acceptance of SMS Advertising:A Permission Marketing Approach

© Media Watch 8 (2) 229-246, 2017
ISSN 0976-0911 e-ISSN 2249-8818
DOI: 10.15655/mw/2017/v8i2/49015

Mobile Users’ Acceptance of SMS Advertising: A Permission Marketing Approach

SRM University, India
In India, the practice of permission-based SMS advertising is yet to evolve as a marketing practice and mobile users resist SMS advertising in its current format due to unauthorised spamming. Given this context, what factors constitute the acceptance or rejection of SMS advertising is still unclear. So, the study investigated the factors influencing the mobile users’ acceptance of the existing system of SMS advertising and permission-based SMS advertising and at the same time analysed the effects of permission marketing approach on SMS advertising acceptance. Hence, a field experiment was conducted in Coimbatore city in Tamil Nadu state of India. The findings reveal that permission marketing approach has significantly impacted the acceptance of SMS advertising. The mobile users significantly differ in their perceptions, attitude, behavioural intention and acceptance/rejection behaviour between the existing system of SMS advertising and permission-based SMS advertising. Credibility, personalisation and informativeness are the key predictors of attitude toward SMS advertising in both the existing and permission-based SMS advertising contexts.
Keywords: Permission marketing, SMS advertising acceptance, Indian setting
Almossawi, M. (2014). Effectiveness of SMS advertising (A study of young customers in Bahrain). Global Journal of Management and Business Research (E), 14(4), 57-71.
Bamoriya, H., and Singh, R. (2012). SMS advertising in India: Is TAM robust model for explaining intention?. Organizations and Markets in Emerging Economies, 3(1) , 89-101.
Barwise, P., and Strong, C. (2012). Permission based mobile advertising. Journal of Interactive Marketing”, 16, 14-24.
Chen, P-T., and Hsieh, H-P. (2012). Personalised mobile advertising, its key attributes, trends and social impact. Technological Forecasting and Social Change”, 79, 543-557.
Choi, Y.K., Hwang, J.S., and McMillan, J.S. (2008). Gearing up for mobile advertising: A cross cultural examination of key factors that drive mobile messages home to consumers. Psychology and Marketing, 25(8), 756-768.
Cleff, E.B. (2007). Implementing the legal criteria of meaningful consent in the concept of mobile advertising. Computer Law and Security Report, 23, 262-269.
Cleff, E.B. (2010). Effective approaches to regulate mobile advertising: Moving towards a coordinated legal, self-regulatory and technical response. Computer Law and Security Review, 26, 158-169.
Dix, S., Jamieson. K., and Shimul, A.S. (2016). SMS advertising the Hallyu way: drivers, acceptance and intention to receive, Asia Pacific Journal of Marketing and Logistics, 28(2), 366-380.
Ducoffe, R. H. (1996). Advertising value and advertising on the Web. Journal of Advertising Research, 36, 21 – 36.
Fishbein, M., and Ajzen, I. (1975). “Belief, attitude, intention, and behavior: An introduction to theory and research. Reading”, MA: Addison-Wesley.
Gao, Q., Rau, P-L, P., and Salvendy, G. (2010). Measuring perceived interactivity of mobile advertisements. Behaviour and Information technology, 29(1), 35-44.
Haq, Z.U. (2012). Attitude toward SMS advertising: A survey with reference to Indian consumers. Journal of Internet Commerce, 11(4), 271-290.
International Telecommunication Union (2016). The world in 2016. ICT facts and figures.
Izquierdo-Yusta, A., Olarte-Pascual, C., and Reinares-Lara, E. (2015). Attitudes toward mobile advertising among users versus non-users of the mobile internet. Telematics and Informatics, 32(2), 355-366.
Keshtgary, M., and Khajehpour, S. (2011). Exploring and analysis of factors affecting mobile advertising adoption: An empirical investigation among Iranian users. Canadian Journal on Computing in Mathematics, Natural Sciences, Engineering and Medicine, 2(6), 144-151.
Kolla, N. (2014). Consumer attitude towards mobile advertising: An empirical study. Indian Journal of Applied Research, 4(4), 340-342.
Kumar, S., and Srihari, M. (2013). Targeting mobile phone users in India: the need of consumer control in mobile advertising. Innovative Marketing Strategies for Emerging Markets- What’s next?, 98-105.
Lee, C-C., Hsieh, M-C., and Huang, H-C. (2011). The influence of mobile self-efficacy on attitude towards mobile advertising. Advances in information sciences and service sciences, 3(3), 100 -108.
Mackenzie, S., & Lutz, R. (1989). An empirical examination of the structural antecedents od attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-65.
Maneesoonthorn, C., and Fortin, D. (2006). Texting behaviour and attitudes toward permission mobile advertising: an empirical study of mobile users’acceptance of SMS for marketing purposes. International Journal of Mobile Marketing, 1(1), 66-72.
Megdadi, Y.A.A., and Nusair, T.T. (2011). Factors influencing advertising message value by mobile marketing among Jordanian users: Empirical study. European Journal of Economics, Finance and Administrative Sciences, 31, 87-97.
McQuail, D. (1983). “Mass Communication Theory: An Introduction”. London: Sage Publication.
Mobile Marketing Association. (2011, October 3). An Introduction to Permission Based Mobile Marketing. Retrieved from
Nielsen (2014, January 01), The Asian mobile consumer decoded. Insights. Retrieved from
Okazaki, S. (2007). Exploring gender effects in a mobile advertising context: On the evaluation of Trust, Attitude and Recall. Sex Roles, 57, 897-908. Ranjbarian, B., Gharibpoor, M., & Lari, A. (2012). Attitude toward SMS Advertising and Derived Behavioral Intension, an Empirical Study Using TPB (SEM method). Journal of American Science, 7(1), 8.
Saleem,F. (2013). Acceptance of SMS advertising in young Pakistani consumers, Journal of Business & Economics, 5(2), 206-227.
Godin, S. (1999), Permission marketing. 1st edition. Simon and Schuster.
Godin, S. (2008, January 31). Permission Marketing.[web log post]. Retrieved from
Shankar, V., and Balasubramanian, S. (2009). Mobile marketing: A synthesis and prognosis. Journal of Interactive Marketing, 23, 118-129.
Shankar, V., Venkatesh, A., Hofacker, C., and Naik, P. (2010). Mobile advertising in the retailing environment: Current insights and future research avenues. Journal of Interactive Marketing, 24, 111-120.
Siau, K. and Z. Shen (2003). Building Customer Trust in Mobile Commerce. Communications of the ACM, 46(4), 91 – 94.
Singh, S. (2012, December 3). No respite in sight for mobile users! Telecos yet to take any meaningful action to control pesky calls, SMSes. India Today. Retrieved from
Telecom Regultory Authority of India (2010). “Commercial Communication Customer Preference Regulations, 2010”. The Gazette of India. Retrieved from
Telecom Regulatory Authority of India (2012). “The Telecom Commercial Communications Customer Preference (Tenth Amendment) Regulations, 2012 and Telecommunication Tariff (Fifty Fourth Amendment) Order, 2012”. Press Release No. 198/2012). Retrieved from
Telecom Regulatory Authority of India (2013). “Regulation to provide for reducing security deposit and registration fees of telemarketers through “The Telecom Commercial Communication Customer Preference (Fourteenth Amendment) Regulation ,2013”. Press Release No.311-28/2013-QoS. Retrieved from
Telecom Regulatory Authority of India (2017). “Highlights on Telecom subscription data as on 31st October 2016”. Press Release No. 03/2017. Retrieved from
Tripathi, S.N., and Siddiqui, M.H. (2008). Effectiveness of mobile advertising: the Indian scenario. Vikpala, 33 (4), 47-59.
Tucker, C.E. (2012). The Economics of advertising and privacy, International Journal of Industrial Organisation, 30, 326-329.
Unal, S., Ercis, A., and Keser, E. (2011). Attitudes towards mobile advertising – A research to determine the differences between the attitudes of youth and adults. Procedia Social and Behavioural Sciences, 24, 361-377.
Wei, R., Xiaoming, H., and Pan, J. (2010). Examining user behavioural response to SMS ads; Implications for the evolution of the mobile phone as a bona-fide medium, Telematics and Informatics, 27, 32-41.
Xu, D.J., Liao, S.S., and Li, Q. (2008). Combining empirical experimentation and modelling techniques: A design research approach for personalized mobile advertising applications. Decision Support Systems, 44, 710-724.

Dr. Suresh Kumar G is an assistant professor in the Department of Journalism and Mass Communication, SRM University, Tamil Nadu, India. His academic interests are advertising and cultural studies. He was awarded with senior research fellowship by the University Grants Commission, India.