This study examined the acceptance of SMS advertising, an increasingly popular mobile marketing practice, among young Chinese consumers. A modified technology acceptance model (TAM) was developed to test the intention to use SMS advertising-that is, to read the advertising message and take action as suggested by the message. Data were collected from 262 mobile phone users who were 21-35 years old. The research model was analyzed using structural equation modeling (SEM). Results showed that the two key determinants of TAM, the perceived usefulness and perceived ease of use of SMS advertising messages, predicted the intention to use them. In addition, trust in SMS advertising and subjective norms also contributed to the intention to use. The antecedents and consequents of perceived usefulness and trust were also examined in the SMS advertising context. Overall, the model is well supported. This study represents a novel approach to studying the effectiveness of SMS advertising by applying a model developed in information technology. It also revitalizes the theory of reasoned action in advertising research. The findings have important implications for studying advertising and marketing activities that utilize new media. In addition, practical implications are discussed and directions for future research are suggested.

Marketers increasingly use social media advertising to promote their products and services. In particular, display ads have a prominent presence accompanying various social media feeds. This study aims to develop an understanding of how consumer online motivations (connection vs. consumption) lead to ad clicks on social media, which in turn affect behavioral intentions. A research model is developed to delineate two processes: First, the effects of motivations on ad clicks via perceived entertainment and informativeness values of ads, in which the mediating role of perceived congruity between ad and media content is proposed, too; second, the effect of ad clicks on behavioral intentions to purchase and spread positive word of mouth. The model was tested and confirmed with the online survey data of 613 social media users. Practical and theoretical implications are discussed.

Management information systems (MIS) is both a young and unique field , constantly experiencing rapid change and turmoil. Consequently, MIS research faces dual changes of rigor and relevance. Many research methodologies exist that provide various combinations of rigor and relevance. The MIS researcher selects a methodology based on several factors including rigor, relevance, subject area, and personal preferences. In this article, we examine thirteen different methodologies as used by seven leading MIS journals during a recent five-year period. The results of this extensive analysis yielded some interesting results. Survey methodology consistently ranks at the top; while frameworks and conceptual models, laboratory experiments, and case studies also found significant use among the MIS community. Several trends were observed, one of them being a greater use of the case study method and other qualitative technologies over the years. Clear patterns also emerged based on the journal itself and the subject areas. At a macro level, this information should help authors in the choice of appropriate methodologies to use in specific subject areas and in targeting manuscripts to appropriate journals. It would also be helpful to journal editors in assessing the type of research and methods being used across journals and subjects, and whether they need to make any changes in the emphases of their own journals.

This article presents trends in published MIS research for an 11 year period, 1993-2003. It is an update of a previous article in CAIS (Volume 11, Article 16) that covered the period 1993-1997. All of the articles in seven mainstream MIS journals were examined in terms of subjects researched and methodologies employed to conduct research. Recent trends are presented and compared to those of the earlier study. The results clearly indicate the focus of efforts of researchers on information system usage and information systems resource management. The survey methodology still appeals to many researchers but increases in the use of mathematical models and laboratory experiments is an indication that the field is attaining maturity by using more rigorous research methods.

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