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Mobile advertising is an area of mobile (m-) commerce expected to experience tremendous growth in the next five years. This paper explores consumers' perceptions and attitudes towards mobile advertising via SMS through a sequential, mixed-methods investigation. Four factors were identified and demonstrated a significant impact on mobile advertising acceptance: permission, content, wireless service provider (WSP) control, and delivery of the message. This guided the development of a revised and empirically tested model of m-advertising consumer acceptance, using a scenario approach. The findings also suggest that marketers should be optimistic about choosing to deploy mobile advertising, but to exercise caution around the factors that will determine consumer acceptance. The paper concludes by presenting the revised model, and with further discussion and directions for future research.

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