ADVERTISING, USING ICT, SUCH AS SMS, CAN BE EXPANDED CONSIDERABLY IN QUANTITATIVE TERMS AS WELL AS QUALITATIVELY ENHANCED WITH INTERACTIVE INFORMATION SYSTEMS. THE PURPOSE OF THE PRESENT RESEARCH IS TO INVESTIGATE THE EFFECTS OF TECHNOLOGY, ORGANIZATION AND ENVIRONMENT ON THE WILLINGNESS OF COMPANIES TO ACCEPT MOBILE PHONE MARKETING IN FAST FOODS LOCATED IN ISFAHAN. THE PURPOSE OF THIS STUDY IS TO USE A RESEARCH METHOD AND THE METHOD USED IS A DESCRIPTIVE ANALYTICAL METHOD. THE STATISTICAL POPULATION OF THE STUDY CONSISTED OF ALL FAST FOOD COMPANIES LICENSED IN ISFAHAN WITH 500 PEOPLE. THE SAMPLE SIZE, ACCORDING TO THE MORGAN TABLE, IS 217 PEOPLE. A QUESTIONNAIRE OF 45 QUESTIONS IN SECTORS (TECHNOLOGY, ORGANIZATION, ENVIRONMENT AND MOBILE) BASED ON THE LIKERT SPECTRUM WAS USED TO COLLECT DATA. THE VALIDITY OF THE QUESTIONNAIRE WAS FORMAL, WHICH WAS CONFIRMED BY THE PROFESSORS OF UNIVERSITY MANAGEMENT, AND RELIABILITY WAS ALSO CONFIRMED ON THE BASIS OF CRONBACH'S ALPHA IN GENERAL OF 0.84. THE DATA WERE ANALYZED USING AMOS SOFTWARE AND STRUCTURAL EQUATIONS. THE RESULTS INDICATE THAT ALL THE RESEARCH HYPOTHESES WERE APPROVED IN SUCH A WAY THAT THE RELATIVE ADVANTAGE OF THE TENDENCY TO ACCEPT MARKETING, THE COMPLEXITY OF THE TENDENCY TO ACCEPT MARKETING, THE COST OF WILLINGNESS TO ACCEPT MARKETING, SENIOR MANAGEMENT ON THE TENDENCY TO ACCEPT MARKETING, FINANCIAL RESOURCES THE TENDENCY TO ACCEPT MARKETING, THE ABILITY OF THE EMPLOYEE TO ACCEPT THE MARKETING, THE COMPETITIVE PRESSURE OF THE ENVIRONMENT ON THE WILLINGNESS TO ACCEPT MARKETING, THE CUSTOMER'S PRESSURE ON THE DESIRE TO ACCEPT MARKETING AND THE SELLER'S SUPPORT AFFECT THE WILLINGNESS TO ACCEPT MARKETING. BASED ON THIS, IT IS SUGGESTED THAT, GIVEN THAT CUSTOMERS' EXPECTATIONS AND PERCEPTIONS ARE CHANGING OVER TIME, IT IS SUGGESTED THAT THIS SHOULD ALWAYS BE MEASURED AND IMPROVED CONTINUOUS PERCEPTIONS OF CUSTOMERS' PERCEPTIONS AND PERCEPTIONS OF OFFICE SERVICES DELIVERING SERVICE DILIGENTLY, AND AS A RESULT OF SATISFACTION AND SATISFACTION OF VISITORS.