Abstract
Mobile phone advertising has emerged as one of the fastest growing advertising mediums in recent times. Despite the growing number of worldwide companies adopting SMS advertising, very little is understood about consumers' attitude to receive and response to SMS advertising. This research aims to bridge the gap between academic knowledge and advertising practice by testing some potential drivers of consumers' attitude to receive SMS advertising as well as the relationships between the attitude to SMS advertising, intention to receive SMS advertising and behavioural responses to SMS advertising. The target population for the survey is Malaysian mobile users. The results from this study highlight the need for advertisers to design SMS advertisements carefully, containing information that is useful, contextually relevant and correctly targeted. In addition, marketers should focus on building relationships with customers and offer incentives to accept SMS advertising in order to improve negative behavioural responses.
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