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In today's world, smartphone has become a necessity in our daily life. All the businesses will take advantage of mobile phone to advertise their product to create awareness. Due to the new techniques and technologies, mobile advertising has become more efficiently (Saadeghvaziri & Hosseini, 2011). Therefore, we conduct the factors that influence the effects of mobile advertising campaign, especially the case of Short Messaging Service (SMS). According to Yeo, Tan and Lim (2016), mobile technology is growing intensively. Smartphone become more convenience and able to let users to have fun while they experience mobile device shopping, and they able to open many browsers so they can either comparing the price, shopping or purchasing good. The research framework such as the five independent variables (perceived usefulness, perceived ease of use, irritation, credibility, and informativeness) has connected with dependent variable (behavioural intention). This research design has planned to involve 300 respondents. The unit analysis for this study is all undergraduates in Malaysia. A total of 274 undergraduates have participated in this study which comprised of 91% of the response rate. There are about 21.5% experiencing the mobile advertising through SMS/MMS. Furthermore, the frequency of the respondent towards these mobile advertisement is approximately 24.5%. The findings revealed that four direct relationships hypothesized namely perceived usefulness, perceived ease of use, credibility and informativeness were significantly related to the behavioural intention towards mobile advertising.

The innovation characteristic studies are deemed to be significant as consumers’ behavior are influenced by how they perceive these product characteristics. As the innovation characteristics continue to grow, these characteristics are observed to be cognitively centric in nature with significant overlapping in meanings and terms. To overcome this gap, this study intends to develop a cognitive-affective-balanced higher-order adoption model upon key constructs in the innovation adoption and diffusion literature. Five broad higher-order constructs namely information, compatibility, relative advantage, perceived risk, and brand trust are concluded and categorized into cognitive, affective, and conative components based on the “think-feel-do” process of Hierarchy-of-Effects model. Contrary to the diffusion literature, this study has empirically proven brand trust (β = .3638) to be the most influential characteristic to adoption intention compared to relative advantage (β = .2144), compatibility (β = .2142), and perceived risk (β = −.1669). The empirical support of brand trust as the affective-mediator contributes to justifying the significance of emotional-based characteristic to the adoption of innovation.