Studying the personalization effect on citizen's acceptance from advertising by SMS (Case study: Mashhad-Iran)

Nowadays the number of mobile users worldwide has reached 2 billion resulting in a continuous rise in sending commercial text massages by companies. In addition, after England Iranian people, by sending 7 million text messages a day, are in the second place. However, in our country this type of advertising has not met its own place among the other types of advertising yet. Therefore, the purpose of this paper is to study the factors (especially personalization) that affect citizen’s acceptance of this advertising method. Thereby a sample included 500 citizens of Mashhad was selected randomly via using Cochran method. In addition, questionnaires were used for data collection. Logit model estimation showed that commercial text messages coordinating with citizen’s job, work or house place, daytime, season and level of income, will increase the acceptance probability of advertisement by SMS 0.066, 0.048, 0.080 and 0.046 unit respectively.