Abstract
Nowadays, the technological changes are quite closely related to both manufacturers and consumers. Especially, the introduction of the Internet and the emergence of mobile communications in all aspects of life led to the emergence of new applications of mobile content. Rapid changes in mobile communication technologies have led to changes in firms' marketing strategies. Now that everyone has a mobile phone and carry it any time and anywhere, the companies have been forced to include tools with mobile content in their marketing practices. Thus, mobile phones have transformed as not only a tool facilitating the users’ communication but also paving the way for the emergence of concepts such as mobile marketing, mobile ads and SMS ads. Therefore, this study aims to determine consumers' attitudes towards retailers’ mobile marketing applications. For this purpose, a questionnaire was was applied among the consumers in the center of Aydın Province. The results were analyzed with SPSS 17 software
References
- Barutçu, Süleyman, Mobil Pazarlama Güncel Pazarlama Yaklaşımlarından Seçmeler (İkinci Baskı) Derl: Varinli İ., Çatı, K. Detay Yayıncılık, Ankara 2010.
- Barutçu, Süleyman & Öztürk Göl M “Mobil Reklamlar ve Mobil Reklam Araçlarına Yönelik Tutumlar” KMU İİBF Dergisi Yıl:11 Sayı:17 Aralık 2009.
- Brackett, Lana & Carr, Benjamin “Cyberspace Advertising Vs. Other Media: Consumer Vs. Mature Student Attitudes” Journal of Advertising Research, 41:5 September 2001.
- Cătoiu Iacob, Gârdan Daniel & Gârdan Doru “Mobile marketing future trends”, Annals of Spiru Haret University, Economic Series, Volume 1 (10), Issue 1, 2010.
- Karaca Şükran & Gülmez Mustafa, “Mobil Pazarlama: Kavramsal Bir Değerlendirme” Akademik Yaklaşımlar Dergisi Cilt:1 Sayı: 1, 2010.
- Levy Michael & Weitz Barton, Retailing Management 4th Edition McGraw Hill Oh, Y. ve Kun-Pyo, L. “The Development of User Observation Method and Analysis Tool in Mobile Environment -With Emphasis on The Development of Observation Method At User's Point of View by Wearable Micro-Camera and Analysis Tool” Conference, Las Vegas, 2005.
- Sarısakal, Nusret & Aydın, Ali “E-Ticaretin Yeni Yüzü Mobil Ticaret” Havacılık ve Uzay Teknolojileri Dergisi Cilt 1 Sayı 2. Temmuz 2003.
- Richmond Chris (2008) Management Methods for Marketing: Mobile Marketing
- Secrets Revealed www.PM4IM.com-Project (downloaded: 22.02.2013).
Abstract
References
- Barutçu, Süleyman, Mobil Pazarlama Güncel Pazarlama Yaklaşımlarından Seçmeler (İkinci Baskı) Derl: Varinli İ., Çatı, K. Detay Yayıncılık, Ankara 2010.
- Barutçu, Süleyman & Öztürk Göl M “Mobil Reklamlar ve Mobil Reklam Araçlarına Yönelik Tutumlar” KMU İİBF Dergisi Yıl:11 Sayı:17 Aralık 2009.
- Brackett, Lana & Carr, Benjamin “Cyberspace Advertising Vs. Other Media: Consumer Vs. Mature Student Attitudes” Journal of Advertising Research, 41:5 September 2001.
- Cătoiu Iacob, Gârdan Daniel & Gârdan Doru “Mobile marketing future trends”, Annals of Spiru Haret University, Economic Series, Volume 1 (10), Issue 1, 2010.
- Karaca Şükran & Gülmez Mustafa, “Mobil Pazarlama: Kavramsal Bir Değerlendirme” Akademik Yaklaşımlar Dergisi Cilt:1 Sayı: 1, 2010.
- Levy Michael & Weitz Barton, Retailing Management 4th Edition McGraw Hill Oh, Y. ve Kun-Pyo, L. “The Development of User Observation Method and Analysis Tool in Mobile Environment -With Emphasis on The Development of Observation Method At User's Point of View by Wearable Micro-Camera and Analysis Tool” Conference, Las Vegas, 2005.
- Sarısakal, Nusret & Aydın, Ali “E-Ticaretin Yeni Yüzü Mobil Ticaret” Havacılık ve Uzay Teknolojileri Dergisi Cilt 1 Sayı 2. Temmuz 2003.
- Richmond Chris (2008) Management Methods for Marketing: Mobile Marketing
- Secrets Revealed www.PM4IM.com-Project (downloaded: 22.02.2013).
Details
| Other ID | JA93FJ69ZF |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | June 1, 2013 |
| Published in Issue | Year 2013 Volume: 5 Issue: 1 |