As one of the mobile marketing tool, SMS (Short Message Service) advertising is achieving popularity and acceptance by gaining access to consumers through their mobile devices. Attainment of this advertising instrument depends to a great extent on its acceptance by consumers. In Lebanon, no former research investigated the factors contributing to the success of SMS advertising from customers’ perspectives. Based on the TRA model, the aim of this research is to extend the knowledge of the responsiveness of Gen Y to SMS mobile advertising in Lebanon. This will help gain a better understanding of ...