Mobile marketing is an area of m-commerce expected to experience tremendous growth in the next 5 years. This paper explores consumer's perceptions and attitudes towards mobile marketing via SMS through a sequential. mixed methods investigation. Four factors were identified and proven as all having a significant impact on mobile marketing acceptance — permission, content, wireless service provider (WSP) control and the delivery of the message, which guided the development of a revised and empirically tested model of m-marketing consumer acceptance. The findings also suggest that marketers should be optimistic about choosing to deploy mobile marketing, however excercise caution around the factors that will determine consumer acceptance. The paper concludes with a discussion about directions for future research.