Despite the potential for small business marketers, SMS advertising has garnered little attention in academic research. This study aims to explore the relationships between consumer acceptance, intention to receive and behavioural response to SMS advertising. In addition, this research is conducted cross-nationally, and compares Australian and South Korean consumers. Data was collected using a self administered questionnaire from 203 Australian and 207 South Korean consumers. Results indicate that consumers are typically un-accepting of SMS advertising, unwilling to receive advertisements and respond negatively to them, while relationships between these variables are generally strong and consistent. Findings suggest that Australian and Korean consumers behave similarly in their acceptance, intention to receive and responses to SMS advertisements.
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