Abstract
A new research report from eMarketer (2014) suggests that firms in the UK were expected to increase their advertising expenditure via mobile phones by 96 %, from £1.03 bn in 2013 to £2.02 bn in 2014. Considering the growth in SMS advertising expenditure in the UK, it is important to understand the underlying factors forming consumers’ attitudes toward text marketing. Founded on Fishbein’s (1967) expectancy value theory, it is suggested that attitude towards SMS advertising is the result of consumers’ beliefs about such practices. Therefore, this research aims to identify beliefs that form consumers’ attitude toward SMS advertising in the UK.
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