Attitude toward SMS advertising and derived behavioral intension, an empirical study using TPB (SEM method)

The rapid technology developing of mobile phones and other mobile devices has created a new channel for marketing. The use of short messaging service to access customers through their handheld devices is now popular and making the mobile phone as an ultimate tool for one-to-one marketing. What seems important is the consumer attitude toward such marketing methods. Therefore, the main aim of this study is identifying attitude toward SMS advertising and derived behavioral intension among Iranian mobile users for the first time. A measurement scale was developed for measuring attitudes toward mobile advertising based on theory of planed behavior (TPB) and the results were evaluated by structural equation modeling method (SEM). The participants of the study were 246 mobile users in two cities: Shiraz and Isfahan. The results indicate that, attitude toward SMS ads can affects positively on intension and on post-behavior. But there is no relationship between intention toward SMS ads and post-behavior.