Correspondence: Alexander Muk, School of Journalism and Mass Communication, Texas State University-San Marcos, 601 University Drive, 208 Old Main, San Marcos, TX 78666, USA. Tel: +1 512 245 2656; Fax: +1 512 245 7649; E-mail: alexandermuk@hotmail.com

¹is an assistant professor of Advertising at Texas State University-San Marcos. He received his PhD from the University of Southern Mississippi. His main research interests include cross-cultural issues in wireless advertising, consumer behaviour and advertising effects.

Received 10 December 2007; Revised 10 December 2007.

Abstract

This study examines whether cultural differences between countries have a significant impact on consumers' adoption of SMS advertising. Hofstede's cultural individualism/collectivism dimension is used to investigate whether culture is an important determinant of people's intentions to accept SMS advertising; Taiwan and the US, representing two different cultures, are selected in this study. The propositions presented in this study provide preliminary evidence that consumers' cultural orientations embedded in their belief systems may play an influential role in their decision-making processes. The findings of this study reveal that American consumers' decisions on accepting SMS ads via their mobile phones are solely based on attitudinal considerations whereas Taiwanese consumers' intentions to act are influenced by social norms as well as attitudinal factors.