THE EFFECTS OF SMS ADVERTISING ON BRAND ATTITUDE AND PURCHASE INTENTION: AN EXPERIMENTAL STUDY ON UNIVERSITY STUDENTS

Yıl 2018, Cilt: 6 Sayı: 1, 51 - 67, 10.04.2018

A. Mücahid Zengin

https://doi.org/10.19145/e-gifder.337705

Cited By: 1

Öz

The role of SMS technology as a way
of mobile messaging is diminishing while usage of mobile instant messaging
applications is growing. This situation might lead marketing professionals to
question the value of SMS technology as a way of effectively reaching
consumers. However, it must not be overlooked that mobile phones are still
capable of receiving SMS messages, even though less messages are being sent. This
study examines the changes in brand attitude and purchase intention upon
exposure to SMS advertising messages. An experiment was conducted on 47
university students. According to the findings, exposure to SMS advertising
messages creates a statistically significant difference on attitude toward
brand. The use of rational and emotional ad appeals did not lead to a
significant difference on brand attitude. When users and non-users of the brand
compared, statistically significant difference occurred only on the non-user
group. There is no significant difference on any of the conditions tested for
purchase intention. The findings indicate that SMS advertising is still a
viable option for marketers who are trying to enhance brand attitude.

Anahtar Kelimeler

Mobile marketing, SMS advertising, ad appeals, brand attitudes

SMS REKLAMLARININ MARKA TUTUMU VE SATIN ALMA DAVRANIŞI ÜZERİNE ETKİSİ: ÜNİVERSİTE ÖĞRENCİLERİ BAĞLAMINDA DENEYSEL BİR ÇALIŞMA

Öz

Mesajlaşmak için SMS
teknolojisinin kullanımı azalmakta, yerini mobil anlık mesajlaşma yazılımlarının
kullanımına bırakmaktadır. Bu durumda pazarlama profesyonelleri SMS
teknolojisinin tüketicilere etkin bir şekilde erişmek açısından değerini
koruyup korumadığını sorgulayabilir. Ancak tüketiciler daha az SMS gönderiyor
olsa da, cep telefonları hâlâ SMS mesajlarını alma özelliklerini korumaktadır. Bu
çalışma, SMS aracılığı ile gönderilen reklam mesajlarının marka tutumu ve satın
alma niyeti üzerindeki etkisini ele almaktadır. Çalışmada deney yöntemi
kullanılmış, üniversite öğrencilerinden oluşan 47 katılımcıdan elde edilen
veriler analiz edilmiştir. Elde edilen bulgulara göre, SMS mesajına maruz
kalmak marka tutumunda anlamlı bir değişime sebep olmaktadır. Rasyonel ve
duygusal reklam çekiciliklerinin kullanımı anlamlı bir değişikliğe sebep olmamıştır.
Markanın kullanıcısı olmayan katılımcıların markaya yönelik tutumunda anlamlı
bir değişim söz konusu iken, kullanıcısı olan katılımcılarda böyle bir değişim
söz konusu değildir.Markayı satın alma niyetinde anlamlı bir değişime
rastlanmamıştır. Sonuç olarak, SMS reklam mesajlarının tüketicilere ulaşmakta
etkili olmayı sürdürdüğü söylenebilir.

Anahtar Kelimeler

Mobil pazarlama, SMS reklamcılığı, reklam çekicilikleri, marka tutumları

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