This study examined mobile users’ intentions to receive SMS advertising in India using Technology Acceptance Model (TAM) as a research framework. 242 respondents completed a structured questionnaire, measuring their responses to the TAM’s five constructs. Using Structural Equation Modeling...

Today marketers are much interested in finding factors influencing attitude towards advertising. Past researches suggest that individuals use advertisement for three basis purposes viz. information seeking, entertainment, social expression and may influence attitude towards advertising. This...