Abstract:

The popularity of SMS (Short Messaging Service) among youth, especially adolescents, offers a new opportunity for advertisers, called "Mobile Advertising". However, the success of this type of campaign needs the use of "permission marketing" concept. Given that teenagers are hooked to their phones and use SMS a lot, it is interesting to study the role of this concept on their cognitive, emotional and behavioral reactions. An exploratory qualitative study was conducted on a sample of adolescents. The results of this study show heterogeneity of perceptions, favorable attitudes towards SMS advertising received with consent or without any prior consent and positive behavioral responses to Mobile Advertising using the “Permission Marketing”.