Internet and Communication Technology, particularly mobile based SMS created inventive prospects for marketers. While on the other side, the factors that influence users to utilize mobile technology as a medium of advertising are not yet completely identified. This research study is targeted towards understanding the variables of student’s acceptability regarding mobile advertising (SMS-based) in the capital cities of Pakistan. A research model along with six hypotheses is used with a sample of 200 cellular phone users, from student’s behavior perspective. Regression and Correlation analysis is used to check the significance of main five dimensions of mobile advertising acceptability: Utility, Context, Control, Sacrifice, and Trust. According to the findings of the research, it can be concluded that Utility and Context are the most powerful variables; on the other hand Sacrifice and Control are having weak relationship with the acceptance of mobile advertising. Although the variables like privacy and law are also important but, our results point out that trust is not that much significant to students regarding mobile based advertising.

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