The factors influencing on managerial goals when using mobile SMS advertisement

Each innovation in marketing creates new opportunities. Over the years, due to technological changes, advertisement has changed radically. For instance, mobile has become a new and significant channel of advertisement. The purpose of this research is to study the factors influencing on managerial goals when using mobile SMS advertisement by companies. The target population includes all the citizens of Tehran. The random sampling method was employed. The results show that the perception of technological capabilities has not significant impact. However, the ability to create brand and location-based marketing ability increases the adoption of this strategy as a part of marketing strategies. In addition, by considering customers’ privacy and protecting their information, we can achieve better results.