4.2.2. Permission-based SMS/text messaging
Earlier studies have focussed on the extent to which consumers feel in control of the marketing exchange, suggesting strategies which empower the consumer may mitigate their negativity towards mobile marketing communication. This study shows that the key factors that have a positive influence on acceptance are: giving permission, trust and control. Most consumers worry about misuse of mobile data (mean 4.34) and they are more willing to receive marketing texts from companies they like and trust (mean3.61). Being able to control frequency and stop texts easily is alsoa key factor in determining acceptance (means 3.82 and 4.05). In addition, only 15.7% either strongly agree or tend to agree that they prefer companies to contact them on their mobile phone rather than by email or post. Peer influence has little effect on how accepting consumers are (mean 2.90).