الفهرس 
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Abstract
The worldwide penetration of mobile phone encourages marketers to exploit its unique advantages in increasing the effectiveness of their advertising campaigns.
Mobile advertising is a broad concept; (sent through various mobile devices and in various forms). However, the existing dissertation focuses on the most common form of mobile advertising which is promotional SMS that are sent and presented on mobile phones
It was found that there is no conceptual agreement about the definition of SMS advertising; however, it was defined from different perspectives according to the purposes of each study.
Consequently, for the purpose of the present study ”SMS advertising” is defined, according to Leppäniemi et al., (2004) as “any paid short message (up to 160 characters in length) communicated by mobile phone with the intent to influence the attitudes, intentions and behaviors of those addressed by the commercial messages”.
SMS advertising has become an evident tool for advertisers and applied by many big names companies in western and European countries. It is rapidly becoming also a part of the media campaigns launched by many advertisers in Egypt. However consumers’ usage of these ads is the main factor that defines its effectiveness and future success.
Most of the previous studies in this context have been conducted in advanced countries where the culture and the consumer usage behavior are totally different from Egypt’s. Therefore, this study is concerned with examining the determinants of consumers’ usage of SMS advertising for purchase in Egypt.