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This study intends to explore the factors affecting Thais’ acceptance of mobile marketing. Previous studies have shown significant differences between informativeness, entertainment, and permission. Moreover, transparency of information disclosure and image congruence have not been studied in this context. We found that personalization, informativeness, entertainment, transparency of information disclosure, and subjective norms are factors affecting acceptance. The sample population accepts a marketing message by considering mainly its value/utility and opinion of reference group; they accept mobile marketing based on utilitarian reasons more than hedonic consumption.