investigating the effect of creativity perception in advertising sms on the consumers attitude and reactions

consumers' attitude about perception of creativity in advertising sms is one of issues proposed in information technology and marketing era that is not so much identified yet. the purpose of this study is modeling conception in advertisement and its effect on consumers' behavioral reaction and attitude about advertising sms to their cell phones. statistical population of this research is cell phone users in tehran city that their behavioral reactions and attitudes were tested by gathering 385 questionnaires from sample members who were selected by random sampling method. according to purpose, this research is applicable and according to its gathering method, it is surveying- descriptive. the model using structural equation modeling and tested approach is partial least squares. results show that conception of creativity in advertisement sms has positive and significant effect on consumers' behavioral reactions and attitude about advertising sms sent to their cell phones, while conception of creativity in advertising sms influences indirectly by attitude mediating variable on consumers' behavioral reactions.