An Empirical Study of the Effects of Permission on Mobile Advertising Effectiveness

Advertisers are now enjoying the next stage of marketing where the mobile medium plays a significant role as a means of commercial communications. The effectiveness of this new channel can be witnessed through the rise in popularity of mobile advertising. The underlying reasons for this phenomenon could be the rapid proliferation of mobile platforms and the unique characteristics inherent in the mobile medium. However, due to the personal nature of this tool, to ensure the most effective mobile advertising campaigns, many believe permission is an essential requirement. This study investigates the effects of permission on the effectiveness of SMS (short message service) advertising through an experimental study. The study used real advertising campaigns from an existing brand to stimulate consumer attention and response. The results indicate that permission is an influential factor for brand attitudes and purchase intention, but marketers cannot rely on its impact on attitude toward mobile advertising. Implications of this research for marketers are discussed and suggestions for future research avenues are provided.