Towards an understanding of the acceptance of SMS marketing

This research focuses on a new increasingly more popular way of advertising, SMS marketing. Insight is given as to what SMS marketing exactly is, along with background information and (dis)advantages (in comparison with other direct marketing tools). A modified version of the Technology Acceptance Model (TAM) was used to test the acceptance of SMS marketing. Data was collected from a Dutch telecom company;of the 1039 customers approached by email, 150 responses (14,4% response rate) were gathered for analysis. Based on the theoretical framework managers can find a solid background about SMS marketing and its previous studies. Most importantly, marketing managers can find academic proof as to what factors are important in SMS marketing.