SMS-marketing: a study of consumer saturation using an extended TAM approach

This paper\u27s aim is to explore consumers\u27 attitudes towards SMS marketing messages. An exploratory study has been conducted with 136 phone users. Specifically, the study tries to assess whether a saturation point is reached above which SMS marketing would be non-efficient and even counter-productive. The results indicate that the gender of respondents, the frequency of use and the length of use significantly influence the sender-specific saturation level, creating potential segmentation variables for mobile phone users