PERMISSION BASED MOBILE MARKETING AND SMS AD AVOIDANCE
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The authors examined the relationship between permission to SMS Advertising and the types of SMS Advertising Avoidance. This research covers the three types of advertising avoidance: cognitive ad avoidance, affective ad avoidance, and behavioral ad avoidance. A survey of 441 respondents chosen with convenience sampling method was conducted. At the end of the Regression and MANOVA analysis on the data resulting from the survey, it is discovered that there is a negative and significant relationship between permission to SMS Advertising and all types of SMS Advertising Avoidance. The affective ad avoidance is found as the highest explained variance with the permission variable.