A conceptual model of consumer attitudes towards SMS advertising
This paper presents the theoretical applications relevant to a study on the drivers of consumer acceptance of SMS advertising. This paper applies common underlying theories such as the Technology Acceptance Model and Diffusion of Innovation Theory to the field of SMS advertising. Common marketing co...
| Main Authors: | , |
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| Format: | Working Paper |
| Published: |
School of Marketing, Curtin Business School
2009
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/36241 |
| _version_ | 1848754713711869952 |
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| author | Dix, Steve Jamieson, Kyle |
| author_facet | Dix, Steve Jamieson, Kyle |
| author_sort | Dix, Steve |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This paper presents the theoretical applications relevant to a study on the drivers of consumer acceptance of SMS advertising. This paper applies common underlying theories such as the Technology Acceptance Model and Diffusion of Innovation Theory to the field of SMS advertising. Common marketing concepts and theories are also applied to each of the proposed constructs within the study, Utility, Context, Sacrifice, Control, Trust and Attitudes to Advertising in General. This paper then summarises the study in the form of a conceptual framework, presenting a model and proposed hypotheses to be tested. |
| first_indexed | 2025-11-14T08:44:47Z |
| format | Working Paper |
| id | curtin-20.500.11937-36241 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:44:47Z |
| publishDate | 2009 |
| publisher | School of Marketing, Curtin Business School |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-362412017-01-30T13:54:39Z A conceptual model of consumer attitudes towards SMS advertising Dix, Steve Jamieson, Kyle Technology acceptance SMS advertising Consumer acceptance Diffusion of innovation This paper presents the theoretical applications relevant to a study on the drivers of consumer acceptance of SMS advertising. This paper applies common underlying theories such as the Technology Acceptance Model and Diffusion of Innovation Theory to the field of SMS advertising. Common marketing concepts and theories are also applied to each of the proposed constructs within the study, Utility, Context, Sacrifice, Control, Trust and Attitudes to Advertising in General. This paper then summarises the study in the form of a conceptual framework, presenting a model and proposed hypotheses to be tested. 2009 Working Paper http://hdl.handle.net/20.500.11937/36241 School of Marketing, Curtin Business School fulltext |
| spellingShingle | Technology acceptance SMS advertising Consumer acceptance Diffusion of innovation Dix, Steve Jamieson, Kyle A conceptual model of consumer attitudes towards SMS advertising |
| title | A conceptual model of consumer attitudes towards SMS advertising |
| title_full | A conceptual model of consumer attitudes towards SMS advertising |
| title_fullStr | A conceptual model of consumer attitudes towards SMS advertising |
| title_full_unstemmed | A conceptual model of consumer attitudes towards SMS advertising |
| title_short | A conceptual model of consumer attitudes towards SMS advertising |
| title_sort | conceptual model of consumer attitudes towards sms advertising |
| topic | Technology acceptance SMS advertising Consumer acceptance Diffusion of innovation |
| url | http://hdl.handle.net/20.500.11937/36241 |