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This study examines whether cultural differences between countries have a signifi cant 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 infl uential role in their decisionmaking processes. The fi ndings 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 infl uenced by social norms as well as attitudinal factors.

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This study examines the exogenous factors that affect South Korean consumers' intentions to join brand pages. The findings suggest that utilitarian and hedonic values of social media advertising enhance users' positive attitudes toward social media advertising, but attitudes toward social media are not related to intention to join brand pages. However, utilitarian value is directly related to intention to join brand pages. Affiliation construct has a positive effect on social influence, which is a significant predictor of consumers' intentions to join brand pages. Also, social influence is a stronger indicator than utilitarian value as an exogenous variable of intention to join brand pages. The conceptual framework of this study provides a theoretical basis for explaining Korean consumers' intentions to become fans of brand pages. This is a new research domain in brand communication that offers a new direction for Asian consumer research.