عنوان مقاله [English]
With the emergence of high speed wireless network technologies and the increasing market penetration of cell phones the global advertising industryâs interest in using this medium as a means of marketing communication is rising. However, in spite of the increasing number of companies investing in mobile marketing campaigns, there is, as yet, little academic research on this topic and the nature and implications of this channel are not yet understood fully.Mobile advertising refers to advertisements delivered through a mobile device in form of text message. Current research is considered as applied objectively and its methodology is descriptive-analytical. Research data is gathered through distribution of questionnaire among a sample of 578 Yazd university students. To study users' attitude and intention, Technology Acceptance Model and theory of reasoned action are applied for accepting mobile advertising. Also SPSS16 and Lisrel 850 softwares are used for data analysis and research models are compared according to goodness of fit indices. On the basis of Lisrel structural equation results, both aforementioned models of mobile advertising acceptance were well-fitted and it is proved that the theory of reasoned action was fitted better than Technology Acceptance Model.