Consumers’ intentions to opt in to SMS advertising: a cross-national study of young Americans and Koreans

This paper examines the differences between American young consumers and their Korean counterparts’ interests in accepting SMS advertising via their mobile phones.

Consumers' intentions to opt in to SMS advertising: a cross-national study of young Americans and Koreans

Alexander MukUniversity of Wisconsin-Whitewater

INTRODUCTION

Innovation creates advertising opportunities and challenges. Advances in mobile phone technologies create new communication channels for marketers to reach potential customers (Barnes 2002). The ubiquity of the mobile phone extends the traditional media model of time–space. Mobile phones increase the accessibility, frequency and speed of communication through which timely mobile ads can be delivered to consumers based on their demographic characteristics and geographic information (Banham 2000; Watson et al. 2002). Advertising messages are most effective when...

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