Acta Universitatis Danubius. Communicatio, Vol 9, No 2 (2015)

Can ‘Mobile Platform’ and ‘Permission Marketing’ dance a tango to the consumers' tune? Modeling adoption of ‘SMS based Permission Advertising’

Prerna Bamoriya


Many a times situation of advertising clutter is further aggrieved by the markers’ intrusive practices i.e. not asking for consumer’s explicit permission. It results in consumers’ alienation and reduced advertising effectiveness. Solution could be integration of Permission Marketing with an innovative advertising platform like Mobile. This study aimed to develop and validate a comprehensive model for understanding consumers’ adoption behavior towards SMS Based Permission Advertising (SBPA). For this, data was collected using systematic random sampling from 524 respondents and was analyzed using Structural Equation Modeling. Study revealed some critical variables along with complex relationships among such variables, in form of an empirically validated model. At last, study made some important implications for practitioners and researchers.


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