In relation to the issue of permission and trust the findingsfrom this study are largely consistent with findings from earlierstudies. For example, respondents were highly suspicious of howcompanies handle their personal information and worry abouttrusting a company with their personal data in case it is passed ontothird parties. Research by Yousafzai, Pallister, & Foxall (2003) andJayawardhena (2009) provides evidence to suggest that a lack ofinstitutional trust is a key barrier to consumers giving their personalinformation to companies. Furthermore, some studies have shownthat perceived trust in mobile marketing also influences perceivedcontrol. For example, Blomqvist et al. (2005) emphasised that con-sumer control over the frequency and type of message was a keyfactor in increasing feelings of trust and loyalty towards a brand.Respondents in this study also appreciated control over the textmessages that they received.