Document Type



Honors Thesis, 2013


Mobile advertising creates opportunities for marketers to capture the attention of consumers on a one-to-one basis. However, there is little data proving the success of mobile advertising models. This study examined the drivers that influence consumer’s acceptance of SMS-based mobile advertisements and the differences in responses between two cultures, Finland and the United States. My questionnaire and conceptual model was taken from a study done in Finland in 2007. My results indicated that utility, context and trust are positively related to the acceptance of mobile advertising while sacrifice is negatively related. Control did not have a clear relationship to acceptance because three of the four questions about control averaged more than 6.0 on a seven-point scale meaning there was no variation in the responses. However, when a separate regression was done on the remaining control question, a strong positive relationship between that question and acceptance was found.

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