IDEAS home Printed from
   My bibliography  Save this article

A model for short message service advertising avoidance determinants – an Iranian experience


  • Shahriar AZIZI

    (Shahid Behehshti University, Iran)


Short Message Service (SMS) advertising is a growing phenomenon in the Iranian marketing industry. Many Iranian companies are intensively interested in SMS advertising for its low cost and comprehensive coverage. The vital challenge in using SMS as an advertising medium is mobile avoidance. In this research, a conceptual model containing six hypotheses was developed and tested. Using 211 self-reporting questionnaires and structural equation modeling (SEM), this study found that self-esteem and cynicism play a key role in SMS advertising skepticism (β = 0.29; p<0.05 and β = 0.33; p < 0.05, respectively). Positive subjective norms also impact SMS advertising skepticism negatively (β = -0.13; p<0.1). SMS advertising skepticism impacts SMS advertising avoidance positively (β = 0.85; p<0.01). Moreover, the current study demonstrated that cynicism had no significant impact on SMS advertising avoidance. Effects decomposition also revealed that SMS advertising skepticism had the largest effect on the SMS advertising avoidance. As a personal trait, cynicism is a negative attitude toward believability of others’ motivations and behaviors while advertising skepticism is a media-specific construct. To decrease the SMS avoidance, marketers need to decrease skepticism about SMS. They may use permission-based advertising and traditional advertising simultaneously.

Suggested Citation

  • Shahriar AZIZI, 2013. "A model for short message service advertising avoidance determinants – an Iranian experience," Management & Marketing, Economic Publishing House, vol. 8(4), Winter.
  • Handle: RePEc:eph:journl:v:8:y:2013:i:4:n:6

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. Balogun, Julia & Jenkins, Mark, 2003. "Re-conceiving Change Management:: A Knowledge-based Perspective," European Management Journal, Elsevier, vol. 21(2), pages 247-257, April.
    Full references (including those not matched with items on IDEAS)


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:8:y:2013:i:4:n:6. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.