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SMS-Based Mobile Advertising

We have contributed to the relatively limited body of empirical mobile usability research, by investigating the impact of cognitive load, interactivity, as well as message length and tone on the perceived attractiveness, usability, and intention to use a mobile website or wireless data service. Sharing just a subset of these studies' findings:

  • Perceived usability is a better predictor of technology adoption than objective usability, implying that strict utilitarian metrics are not necessarily always the best factors when it comes to designing for optimal user experience
  • Marketing-induced, pre-trial expectations are fully mediated by the initial use of a technology, cautioning against over-hyping a new technology/service as it is likely to result in a failure to meet (negatively disconfirming) expectations, dissatisfaction, and a poor user experience that prevents the adoption of a new mobile product/service
  • Increasing the interactivity afforded between a user and a mobile website benefits both utilitarian perceptions of ease of use and usefulness, but also hedonic ones such as playfulness, leading to an overall more positive user experience
  • In mobile marketing via SMS campaigns, longer text messages are perceived to be more informative and more entertaining than shorter ones, and are more likely to lead to consumer conversion (i.e. use of the promotion) than shorter messages; similarly, a professional tone used in the marketing message elicits a more positive user experience than a casual tone
  • Consumers have varying levels of tolerance when it comes to receiving location-based mobile advertisements via SMS, desiring a much shorter range from the vendor of low-involvement products/services (e.g. coffee shop promotions within 5 miles) than high-involvement ones (e.g. car dealership promotions within 14 miles)


  • Coursaris, C. K., Sung, J., & Swierenga, S. J. (2012). Exploring antecedents of SMS-based mobile advertising perceptions. International Journal of Electronic Finance, 6(2), 143-156.
  • Coursaris, C. K., Sung, J., & Swierenga, S. J. (2011). Effects of SMS Message Length, Age, and Gender on Perceptions of Mobile Advertising: A Three-Country Study (U.S., Japan and France). Poster presentation at the Tenth Pre-ICIS SIG-HCI Workshop 2011, December 4-7, 2011, Shanghai, China.
  • Coursaris, C., Sung, J., & Swierenga, S. J. (2010, December 12-15). Antecedents of mobile advertising perceptions: A two-country study. Paper presented at The Ninth Annual pre-ICIS Workshop on HCI Research in MIS, St. Louis, MO.
  • Coursaris, C. K., Sung, J., & Swierenga, S. J. (2010). Effects of message characteristics, age, and gender on perceptions of mobile advertising - An empirical investigation among college students. Paper presented at the 2010 Ninth International Conference on Mobile Business / 2010 Ninth Global Mobility Roundtable Conference, Athens, Greece.