In recent years, SMS has taken an increasingly important place in marketing practices. It has been used with other traditional media, such as print advertising, television commercials or other broadcasts, to enhance marketing effectiveness. campaign (Zhang and Mao, 2008). It was claimed that SMS itself helped expand the reach and effectiveness of the campaign through its interactive ability to create a viral effect. Wohlfahrt (2002) explained that when recipients receive a message, they then forward them to other people in their contact list, and it was proven by Kroeber-Riel and Weinberg (2003) that messages delivered by senders familiar messages were considered more reliable than those sent directly by advertisers. From the marketers' point of view, messages help to increase the interaction rate of recipients, because advertising containing financial offers or promotions will be sent to consumers when they are actually shopping (Zoller et al, 2001) . Additionally, SMS itself allows the sender and receiver to interact immediately, so mobile advertising generates a direct and rapid response from consumers (Boonmark, 2006). Additionally, mobile phones are ubiquitous and convenient because they are very personal and always kept within reach. 1 meter from the user's body during the day (Sirivastava 2004 and Haghirian et al., 2008). Therefore, SMS advertising allows marketers to reach consumers virtually anytime and anywhere through their mobile devices (Boonmark, 2006). This helps marketers get closer to the consumer because mobile is a communication that is part of the consumer's daily life (Forrester report, 2001). Thus, information sent to mobile devices also tends to attract great attention from recipients, because the information is read in full and immediately after receipt. (Barwise and Strong 2002). SMS is also an inexpensive medium compared to other types of direct marketing (e.g., telephone marketing, email marketing, direct mail) (Dickinder et al., 2004). SMS can capture tens of thousands of consumers on a comparatively small budget (Leppanieni and Karjaluoto, 2005). SMS has been used in different ways as a medium. Because SMS offers various response capabilities, such as message-based responses, call-based responses, and responses on mobile web landing pages (see Appendix D, MMA, 2009b), SMS are used to request engagement from phone users (Dickinder et al., 2004). . For illustration, SMS messages will be sent with the hyperlink allowing phone users to click to make a call (or click) to purchase, download, vote, enter a competition or win a prize. Boonmark's (2006) studies found that messages were sent with different types of appeals, such as rewards, loves, and emotional appeal..