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In the past decade, SMS advertising has gained widespread popularity largely due to its inherent merits to potentially reach a large number of individuals at relatively low cost (Baiwise & Strong, 2002; Chen, Fang, Chen, & Dai, 2008; Dickinger, Haghirian, Murphy, & Scharl, 2004; Kim, Park, & Oh, 2008; Rettie, Grandcolas, & Deakins, 2005), immediately (Baiwise & Strong, 2002; Dickinger, et al., 2004; Rettie & Brum, 2001; Zhang & Mao, 2008), with high levels of interactivity, and ease of personalization (Bamoriya & Singh, 2012; Chowdhury, et al., 2006; Rettie & Brum, 2001; Tsang, Ho, & Liang, 2004; Vatanparast, 2010). As a result, many companies have been redirecting their marketing spending towards interactive marketing tools, like SMS (Vatanparast, 2010). Generally speaking, advertising is used to inform, persuade and remind consumers about products and services in order to enhance their ability to make informed-purchase decision and thus lead to greater sales for the relevant companies (Eze & Lee, 2012; Nelson, 1974). In the case of SMS advertising, this is a special form of marketing that uses mobile devices to send text messages to inform, persuade and remind intended customers of a company’s products and services. Unlike traditional advertising channels, where the individual consumer is often anonymous, the mobile channel is extremely personal (Muk & Babin, 2006; Tahtinen & Salo, 2003) and ubiquitous.