Unsolicited Short Message Service marketing: A preliminary investigation into individual acceptance, perceptions of content, and privacy concerns

In an attempt to reach potential clients, many companies make use of targeted and sometimes unsolicited Short Message Service (SMS) marketing campaigns. With global perception of privacy principles and legislation increasing, a company engaging in such activities may unknowingly create a negative perception and/or sentiment, thereby actively discouraging potential consumers to transact with them. In this paper we report on the results of a preliminary research effort that investigated individual perceptions, acceptance and concerns about mobile marketing in the South African context. Making use of simple descriptive analysis techniques, we describe and highlight emerging themes identified from data collected in an online survey questionnaire. Despite a small sample of n=44, and for various reasons, the results demonstrate a lack of consumer awareness of the law, is suggestive of a largely negative attitude towards mobile marketing campaigns, and highlights their continued efforts to control and manage privacy. There against the results suggest that users may neglect their own privacy if the content is crafted correctly. In an environment where it appears that little is being done to enforce/comply with the provisions of legislation, local companies may also be aware of the extent to which they can manipulate the law even if it increases non-acceptance of mobile marketing. As such, ample scope for further research is created.