Young adults' perceptions of the cell phone as an advertising medium
Kim, Jun Kyo
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This is an exploratory study that focuses on attitudes toward the cell phone, cell phone advertising and cell phone SMS (Short Message Service or Short Messaging Services) ads. It also investigates consumer behavior in accepting and using SMS ads. A survey method was used, and the questionnaire was completed in both in-class and at-home settings. Results of the study indicate that respondents’ attitudes toward both cell phone ads and SMS ads are negative. However their attitude toward the cell phone medium, itself, is very positive. Also, a positive relationship was demonstrated between the surfing motive on the Web (use for games, entertainment and to kill time) and their likelihood to accept and use SMS ads. Purchase intention in response to cell phone ads is more likely when SMS messages are permission-based.