In relation to the issue of permission and trust the findings from this study are largely consistent with findings from earlier studies. For example, respondents were highly suspicious of how companies handle their personal information and worry about trusting a company with their personal data in case it is passed on to third parties. Research by Yousafzai, Pallister, & Foxall (2003) and Jaya wardhena (2009) provides evidence to suggest that a lack of institutional trust is a key barrier to consumers giving their personal information to companies. Furthermore, some studies have shown that perceived trust in mobile marketing also influences perceived control. For example, Blomq vist et al. (2005) emphasised that con-sumer control over the frequency and type of message was a key factor in increasing feelings of trust and loyalty towards a brand.Respondents in this study also appreciated control over the textmessages that they received.