SMS advertising the Hallyu way: drivers, acceptance and intention to receive

Steve Dix ( Curtin University Perth Australia )
Kyle Jamieson ( Curtin University Perth Australia )
Anwar Sadat Shimul ( Curtin University Perth Australia )

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Publication date: 3 March 2016



This paper examines the drivers of the acceptance of SMS advertising and how it is still relevant and active in South Korea.


An exploratory approach was applied with convenience sample of 206 valid responses. Existing scales were used to measure consumer’s acceptance of SMS advertising, intention to receive SMS advertising and responses to SMS advertising.


The findings of this study show that the utility and context of the SMS advertising as well as consumers’ trust and attitude toward the advertising are the key drivers of consumers’ acceptance of SMS advertising in South Korea. Moreover, acceptance of SMS advertising is positively associated with intention to receive the message and further behavioural responses.

Research limitations/implications

The outcomes of this study would be critical for practitioners to build strategies and conduct effective and creative SMS advertising campaigns in future. Mobile marketers should emphasize on the utility and context of the message that match with the consumers’ taste and preferences. Furthermore, consumers’ personal information needs to keep private and confidential which will create trust toward the SMS advertiser and in turn generate acceptance of SMS advertising.


This study focuses on the consumer’s willingness to receive SMS advertising and behavioural responses to SMS advertising in South Korea which has not been explored by earlier studies.


Dix, S., Jamieson, K. and Shimul, A. (2016), "SMS advertising the Hallyu way: drivers, acceptance and intention to receive", Asia Pacific Journal of Marketing and Logistics, Vol. 28 No. 2.

Download as .RIS



Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.