The acceptance of SMS advertising: A cross-cultural study of young American and Taiwanese consumers

Alexander Muk

Abstract

Competing for consumers' attention in cluttered advertising environments leaves advertisers searching for new effective vehicle to convey commercial messages to target audiences. Until recently, the convergence of the Internet and wireless telephony and the fast adoption rate of the mobile phone have combined to present a new platform for advertising. Short Message Service (SMS), a wireless technology, allows advertisers to send text messages directly to consumers' mobile phones. Conducting a cross-cultural study in America and Taiwan, this study explains the extent to which cultural differences are useful in comparing the acceptance of SMS advertising in these two cultures. The conceptual framework underlying the theoretical model of this study provides a useful basis for explaining consumer innovation decisions on accepting SMS ads. The findings of this study also help advertisers understand the usefulness and viability of SMS as an advertising medium and how SMS can be included in the promotional mix to achieve more optimal results.