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From a behavioural standpoint, the results show ambivalent behaviour in most cases. In particular, the role of perceived ad-clutter is ascertained. Implications for practice and directions for future research are discussed.<\/p>","DOI":"10.4018\/jthi.2010040102","type":"journal-article","created":{"date-parts":[[2010,4,19]],"date-time":"2010-04-19T08:49:14Z","timestamp":1271666954000},"page":"13-29","source":"Crossref","is-referenced-by-count":4,"title":["Does Anybody Read SMS-Advertising?"],"prefix":"10.4018","volume":"6","author":[{"given":"Claire","family":"Gauzente","sequence":"first","affiliation":[{"name":"Institute of Political Sciences of Rennes, France"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"jthi.2010040102-0","first-page":"1431","article-title":"An SMS history","author":"A.Taylor","year":"2004","journal-title":"Mobile World, Computer Supported Cooperative Work"},{"key":"jthi.2010040102-1","doi-asserted-by":"crossref","first-page":"399","DOI":"10.1080\/02650487.2002.11104939","article-title":"Wireless digital advertising.","volume":"21","author":"S. 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