THE ANTECEDENT EFFECTS OF SMS MARKETING ON CONSUMER INTENTIONS

Denny McCorkle

University of Northern Colorado

Vytautas Jurkus

Vilte Auruskeviciene

ISM University of Management and Economics

James Reardon

University of Northern Colorado

ABSTRACT

The main objective of this research is to discover what factors (dimensions) influence

consumers’ attitudes towards mobile marketing and how they affect behavioral intentions. A

review of the literature identified several potential antecedents: ease of use, SMS ability,

informativeness, irritation, attitude towards mobile marketing, prior permission to receive mobile

advertising, incentives, personalization, and behavioral intentions. With the exception of two

hypotheses (ease of SMS use; personalization), the results support a significant effect of the

antecedents on acceptance of SMS advertisements and behavior intent to use them.

Recommendations are provided for representatives of mobile marketing on how to effectively use

mobile marketing for marketing communication.