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Türkiye’de SMS Reklamları: Tüketici Tutumlarını Etkileyen Faktörler

Year 2009, Issue: 21, 447 - 459, 01.02.2009

Abstract

Mobile telefonların kullanımdaki hızlıartışhem pazarlamacılar hem de reklamcılar için yeni bir taşıma platformu yaratmıştır. Mobil cihazların popülerliği arttıkça, Kısa Mesaj Servisleri SMS potansiyel tüketicilere ulaşmak için daha da önemli olmaya başlamıştır. Bu çalışma, tüketicilerin SMS reklamlarına yönelik tutumlarınıetkileyen faktörleri ve bu faktörler ile tutum arasındaki ilişkiyi incelemektedir. Yapılan faktör analizi sonucunda Bilgi-eğlence, Yaşam Partneri, Gizlilik ve Rahatsız Edicilik olarak adlandırılan dört faktör bulunmuştur. Literatüre paralel alarak sonuçlar Rahatsız ediciliğin SMS reklamlarına yönelik tutumlarıetkileyen en önemli faktör olduğunu göstermektedir. Araştırma, ileri çalışmalar ile derinlemesine incelenebilecek “Yaşam Partneri” olarak adlandırılan yeni bir faktörü de ortaya koymaktadır.

References

  • Alwit L. F. & Prabhaker, P.R. (1994). Identifying who dislikes television advertising: not by demographics alone. Journal of Advertising Research, 34 (6), 17-29.
  • Andrews, J. C. (1989). The dimensionality of beliefs toward advertising in general. Journal of Advertising, 18 (1), 26-35.
  • Barnes, S. (2002) Wireless digital advertising: Nature and implications. International Journal of Advertising, 31 (3), 399-420.
  • Brackett, L. K. & Carr, B. N. Jr. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 45(5), 23-32.
  • Carol, A., Barnes, S. J., Scornavacca, E. & Fletcher, K. (2007). Consumer perception and attitudes towards SMS advertising: Recent evidence from New Zealand. International Journal of Advertising, 26 (1), 79- 98.
  • Chen, F. F., Sousa, K. H. & West, S. G. (2005). Testing measurement invariance of second order factor models. Structural Equation Modeling, 12 (3), 471-492.
  • Child, D. (1970). The Essentials of Factor Analysis. London: Holt, Rinehart and Winston.
  • Ducoffe, R.H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36 (5), 21-35.
  • Green, A. (2007). Will people watch advertising on their mobile phones? WARC Media FAQ
  • Hair, J F., Anderson, R. E., Tatham, R. L & Black, W. C. (1998). Multivariate Data Analysis, New Jersey: Prentice-Hall.
  • Harden, L.& Heyman, B. (2009). Digital Engagement, America: American Management Association, (AMACOM).
  • Jöreskog, K., Sörbom, D., Du Toit, S. & Du Toit, M. (2001). LISREL 8: New Statistical Features. Chicago: SSI.
  • Krech, D., Crutchfield, R. S., & Ballachey, E.L. (1962). Individual in Society, A Textbook Of Social Psychology. New York: Mc-Graw Hill.
  • Li, H. & Stoller, B (2007). Parameters of mobile advertising: A field experiment. International Journal of Mobile Marketing, 2 (1), 6-11.
  • Lutz, R.J. (1985). Affective and cognitive antecedents of attitude towards the ad: A conceptual framework, (Eds. L. F. Alwitt & A.A. Mitchell) Psychological Processes and Advertising Effects Theory, Research, and Application,. Hillsdale, NJ: Lawrence Erlbaum Associates, 45-63.
  • Lutz, R. J., Mackenzie, S. B. & Belch, G. E. (1983). Attitude toward the ad as a mediator advertising effectiveness: Determinants and consequences. (Eds. R. P. Bagozzi & A. M. Tybuout) Advances In Consumer Research, Ann Arbor, MI: Association For Consumer Research, 532-539.
  • Mckenzie S. B. & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude towards the ad in an advertising pretesting context. Journal of Marketing, 53, 48-65.
  • Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of Advertising Research, 40 (3), 67-72.
  • Mehta, A. & Purvis, S. C. (1995). When attitudes towards advertising in general influence advertising success. in Proceeding of Conference of American Academy of Advertising, Norfolk, VA, 190-196.
  • Mitchell, A. A. & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18 (3), 318-332.
  • Mittal, B. (1994). Public assessment of TV advertising: Faint praise and harsh criticism. Journal of Advertising Research, 34 (1), 35-53.
  • Muehling, D. D. (1987). An investigation of factors underlying attitude-toward-advertising-in-general. Journal of Advertising, 16 (1), 32-40.
  • Muk, A. (2007). Consumers’ intentions to opt in to SMS advertising. International Journal of Advertising, 26 (2), 177-198.
  • Okazaki, S. (2004). How do Japanese consumers perceive wireless ads? A multivariate analysis. International Journal of Advertising, 23 (4), 429-454.
  • Okozaki, S, Katsura, A. & Nishiyama, M. (2007). How mobile advertising works: The role of trust in improving attitudes and recall. Journal of Advertising Research, 47 (2), 165-178.
  • Pallant, J. (2007). SPSS Survival Manual, (3rd Ed.) New York: Open University Press.
  • Petrovici, D. & Paliwoda, S. (2007). An empirical examination of public attitudes towards advertising in a transitional economy. International Journal of Advertising, 26 (2), 247-276.
  • Pollay, R. F. & Mittal, B. (1993). Here’s the beef: factors, determinants, and segments in consumer criticism of advertising. Journal of Marketing, 57 (3), 99-114.
  • Raid, L. N. & Soley, L. C. (1982). Generalized and personalized attitudes toward advertising’s social and economic effects. Journal of Advertising, 11 (3), 3-7.
  • Rogers, E. M. (2003). Diffusion of Innovations, (5th Ed.), New York: Free Press.
  • Sandage, C. H. & Leckenby, J. D. (1980). Student attitudes toward advertising: institution vs. instrument. Journal of Advertising, 9 (2), 29-44.
  • Schlosser, A. E., Shavitt, S. & Kanfer, A. (1999). Survey of internet users’ attitudes toward internet advertising. Journal of Interactive Marketing, 13 (1), 34-54.
  • Schreiber, J. B., Stage, F. K., King J., Nora, A. & Barlow, E. A. (2006). Reporting structural equation modeling and confirmatory factor analysis results: A review. The Journal of Educational Research, 99 (6), 323- 337.
  • Severin, W. J., & Tankard, J. W. Jr. (2001). Communication Theories, (5th Ed.), New York: Longman.
  • Shavitt, S., Lowrey, P. & Heafner, J. (1998). Public attitudes toward advertising: more favorable than you might think. Journal of Advertising Research, 38 (4), 7-22.
  • Singh, R. & Vij, S. (2008). ‘Public attitude toward advertising: an empirical study of Northern India. The ICFAI Journal of Marketing Management, 7(1), 49-66.
  • Shimp, T. A. (1981). Attitudes toward the ads as a mediator of consumer brand choice. Journal of Advertising, 10 (2), 9-15.
  • Sharma, C., Herzog, J. & Melfi, V. (2008). Mobile Advertising, Supercharge Your Brand in the Exploding Wireless Market, America: John Wiley & Sons.
  • Suher, H. K.; Ispir, N. B.; & Oztürk, E. (2008). Turkish consumers’ attitudes towards SMS advertising: A qualitative analysis. Paper Presented 5th Communication in The Millennium Symposium, Istanbul, Turkey, 2008.
  • Waldo, J., Lin, H. & Millett, L. I. (2007). Engaging Privacy and Information Technology in a Digital Age, Washington: National Academies Press.
  • Vankatesh, V. & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: four longitudinal field studies. Management Science, 46 (2), 186-204.
  • Wang, C., Zhnag, P., Choi, T., & D’ Eredita, M. (2002). Understanding consumer attitude toward advertising, Paper Presented 8th Americas Conference on Information Systems. Dallas, 2002
  • Whiteside, S. (2008) The digital media market in 2008. WARC Report.
  • Wu, J. H. & Wang, S.C. (2005). What drives mobile commerce? An empirical evaluation of the revised technology acceptance model. Information And Management, 42, 719-729.
  • Tabachnick, B. G. & Fidell, L. S. (2007). Using Multivariate Statistics, (5th Ed.), New York: Pearson.
  • Trappey, R. & Woodside, A. G. (2005). Consumer responses to interactive advertising campaigns coupling short-message-service direct marketing and TV commercials. Journal of Advertising Research, 45 (4), 382-401.
  • Tsang, M. M., Ho, S. & Liang T. (2004). Consumer attitudes toward mobile advertising: an empirical study. International Journal of Electronic Commerce, 8 (3), 65-78.
  • Zanot,E. J. (1984). Public attitudes toward advertising: The American experience. International Journal of Advertising, 13, 3-15.

SMS Advertising In Turkey: Factors Affecting Consumer Attitudes

Year 2009, Issue: 21, 447 - 459, 01.02.2009

Abstract

The rapid increase of the use of mobile phones has created new delivery platforms to both marketers and advertisers. As the popularity of mobile devices increases, Short Messaging Service SMS has become more important to access potential customers. Recently, Internet and mobile telephony technologies have become more integrated. The marriage of the Internet and wireless telephony that use such platforms as Wireless Application Protocol WAP Short Message Services SMS , and variants of Hyper Text Markup Language HTML can make serious financial contributions to global wireless advertising revenue as a new advertising arena. This new advertising platform, which is wireless advertising or mobile advertising, refers to any communication about products, services, and ideas uses mobile devices for promotional purposes. There are two forms of mobile advertising. The early and the first form is the SMS ads and the second mobile advertising form is Multimedia Message Service MMS . MMS ads are more creative and effective than was the early mobile advertising form. SMS advertising offers important advantages to the advertiser who seeks to have effective two- way communication with consumers. The research on attitudes toward advertising has two important branches. One is the attitude toward the ad Aad , and the other is the attitude toward advertising in general. Aadconcept is related to a specific advertisement, especially exposure to the advertising in specific mediums. In contrast to Aad, the attitude toward advertising in general is related to the consumers’ general idea of the advertising system and is a more comprehensive concept. Early studies on Aad focus on the consumers’ cognitive information process in terms of recall of ad content, unaided recall, and recognition. Then, studies started to investigate the nature and effects of consumers’ affective reaction to actual advertising stimuli. Consumer attitudes toward advertising in general are widely researched. Most of these studies focus on the structure of advertising attitudes rather than the generalizability of overall attitudes. In other words, respondents typically are asked not only about their overall attitudes toward advertisement, but also their perception of advertising in terms of trustworthiness, offensiveness, informativeness, entertainment value, the effects on product prices and value as well as the attitudes toward regulatory issues. In recent years, consumers’ attitudes towards new medium advertisement, such as the Internet, are being investigated. Most studies attempting to measure attitudes toward online advertising derive their theoretical frameworks from previous studies of attitude toward advertising in general. The starting point of consumer attitudes toward SMS advertising studies is based on the models of consumer attitudes toward online advertising studies and the constructs of those models. Additionally, the Diffusion of Innovation Theory, Technology Acceptance Theory, and the Theory of Reasoned Action have been used to explain consumer attitudes towards SMS advertising. These theories can explain and develop models for both intention and behavior toward acceptance of SMS advertising. According to other studies on consumer attitudes toward SMS advertising, permission, wireless service provider control, mobile advertising trust, perceived irritation, information, entertainment, credibility, and delivery of message are the mentioned factors that explain consumer attitudes toward SMS advertising. However, irritation, information, entertainment, credibility, and permission are the highlighted factors in these studies. This study examines the factors that affect consumer attitudes towards SMS advertising and the relationship between these factors and attitude. Face-to-face survey was the method chosen to collect the data. The questionnaire has two parts. The first part contains 30 items that measures attitudes toward SMS advertising. In the second part of the questionnaire, age, sex and mobile phone ownership of respondents were determined. Respondents were chosen by using the Convenience Sampling method. The 30 items on the attitude measurement scale were subjected to principal component analysis PCA with varimax rotation. 13 items was excluded analysis and 17 items produced four components with eigenvalues that exceeded 1. These components were named as Infotainment, Life Partner, Privacy, and Irritation. The results show parallel findings to the literature, namely, that Irritation is the most important factor that affects attitudes toward SMS advertising. The research presents a new attitude indicator called “Life Partner” that can be further analyzed in future studies. To investigate the relationship between factors that affect the attitudes toward SMS advertising and attitudes as a construct confirmatory second-order factor analysis was used. attitude is conceptualized as a second order construct that has four dimensions: Infotainment, Life Partner, Privacy, and Irritation. The validity of this developed theory was tested using confirmatory factor analysis. According to the results of confirmatory secondorder factor analysis, attitude relates negatively to Infotainment -.59 and Life Partner -.17 , but related positively to Privacy .64 and Irritation .83 . Attitude shows strong relationships with Irritation, Privacy, and Infotainment respectively. Life Partner shows the weakest relationship. The findings of this study show parallel results to those in the literature, meaning that, the attitudes of Turkish consumers toward SMS advertising can be analyzed using similar factors already presented in the literature. Credibility and Permission did not find support in our findings as indicators of attitude toward SMS advertising, but the Life Partner factor did as a new indicator. In future studies, these indicators should be given extra importance and analyzed for their exact position with repeated studies. In this study we focused on the factors affecting attitudes structure rather than intention and behavior dimensions of models. So, in future studies, the finding of this study must be tested with broader models that can include the intention and behavior dimension that originated with the TRA, TAM and Innovation Diffusion theories

References

  • Alwit L. F. & Prabhaker, P.R. (1994). Identifying who dislikes television advertising: not by demographics alone. Journal of Advertising Research, 34 (6), 17-29.
  • Andrews, J. C. (1989). The dimensionality of beliefs toward advertising in general. Journal of Advertising, 18 (1), 26-35.
  • Barnes, S. (2002) Wireless digital advertising: Nature and implications. International Journal of Advertising, 31 (3), 399-420.
  • Brackett, L. K. & Carr, B. N. Jr. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 45(5), 23-32.
  • Carol, A., Barnes, S. J., Scornavacca, E. & Fletcher, K. (2007). Consumer perception and attitudes towards SMS advertising: Recent evidence from New Zealand. International Journal of Advertising, 26 (1), 79- 98.
  • Chen, F. F., Sousa, K. H. & West, S. G. (2005). Testing measurement invariance of second order factor models. Structural Equation Modeling, 12 (3), 471-492.
  • Child, D. (1970). The Essentials of Factor Analysis. London: Holt, Rinehart and Winston.
  • Ducoffe, R.H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36 (5), 21-35.
  • Green, A. (2007). Will people watch advertising on their mobile phones? WARC Media FAQ
  • Hair, J F., Anderson, R. E., Tatham, R. L & Black, W. C. (1998). Multivariate Data Analysis, New Jersey: Prentice-Hall.
  • Harden, L.& Heyman, B. (2009). Digital Engagement, America: American Management Association, (AMACOM).
  • Jöreskog, K., Sörbom, D., Du Toit, S. & Du Toit, M. (2001). LISREL 8: New Statistical Features. Chicago: SSI.
  • Krech, D., Crutchfield, R. S., & Ballachey, E.L. (1962). Individual in Society, A Textbook Of Social Psychology. New York: Mc-Graw Hill.
  • Li, H. & Stoller, B (2007). Parameters of mobile advertising: A field experiment. International Journal of Mobile Marketing, 2 (1), 6-11.
  • Lutz, R.J. (1985). Affective and cognitive antecedents of attitude towards the ad: A conceptual framework, (Eds. L. F. Alwitt & A.A. Mitchell) Psychological Processes and Advertising Effects Theory, Research, and Application,. Hillsdale, NJ: Lawrence Erlbaum Associates, 45-63.
  • Lutz, R. J., Mackenzie, S. B. & Belch, G. E. (1983). Attitude toward the ad as a mediator advertising effectiveness: Determinants and consequences. (Eds. R. P. Bagozzi & A. M. Tybuout) Advances In Consumer Research, Ann Arbor, MI: Association For Consumer Research, 532-539.
  • Mckenzie S. B. & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude towards the ad in an advertising pretesting context. Journal of Marketing, 53, 48-65.
  • Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of Advertising Research, 40 (3), 67-72.
  • Mehta, A. & Purvis, S. C. (1995). When attitudes towards advertising in general influence advertising success. in Proceeding of Conference of American Academy of Advertising, Norfolk, VA, 190-196.
  • Mitchell, A. A. & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18 (3), 318-332.
  • Mittal, B. (1994). Public assessment of TV advertising: Faint praise and harsh criticism. Journal of Advertising Research, 34 (1), 35-53.
  • Muehling, D. D. (1987). An investigation of factors underlying attitude-toward-advertising-in-general. Journal of Advertising, 16 (1), 32-40.
  • Muk, A. (2007). Consumers’ intentions to opt in to SMS advertising. International Journal of Advertising, 26 (2), 177-198.
  • Okazaki, S. (2004). How do Japanese consumers perceive wireless ads? A multivariate analysis. International Journal of Advertising, 23 (4), 429-454.
  • Okozaki, S, Katsura, A. & Nishiyama, M. (2007). How mobile advertising works: The role of trust in improving attitudes and recall. Journal of Advertising Research, 47 (2), 165-178.
  • Pallant, J. (2007). SPSS Survival Manual, (3rd Ed.) New York: Open University Press.
  • Petrovici, D. & Paliwoda, S. (2007). An empirical examination of public attitudes towards advertising in a transitional economy. International Journal of Advertising, 26 (2), 247-276.
  • Pollay, R. F. & Mittal, B. (1993). Here’s the beef: factors, determinants, and segments in consumer criticism of advertising. Journal of Marketing, 57 (3), 99-114.
  • Raid, L. N. & Soley, L. C. (1982). Generalized and personalized attitudes toward advertising’s social and economic effects. Journal of Advertising, 11 (3), 3-7.
  • Rogers, E. M. (2003). Diffusion of Innovations, (5th Ed.), New York: Free Press.
  • Sandage, C. H. & Leckenby, J. D. (1980). Student attitudes toward advertising: institution vs. instrument. Journal of Advertising, 9 (2), 29-44.
  • Schlosser, A. E., Shavitt, S. & Kanfer, A. (1999). Survey of internet users’ attitudes toward internet advertising. Journal of Interactive Marketing, 13 (1), 34-54.
  • Schreiber, J. B., Stage, F. K., King J., Nora, A. & Barlow, E. A. (2006). Reporting structural equation modeling and confirmatory factor analysis results: A review. The Journal of Educational Research, 99 (6), 323- 337.
  • Severin, W. J., & Tankard, J. W. Jr. (2001). Communication Theories, (5th Ed.), New York: Longman.
  • Shavitt, S., Lowrey, P. & Heafner, J. (1998). Public attitudes toward advertising: more favorable than you might think. Journal of Advertising Research, 38 (4), 7-22.
  • Singh, R. & Vij, S. (2008). ‘Public attitude toward advertising: an empirical study of Northern India. The ICFAI Journal of Marketing Management, 7(1), 49-66.
  • Shimp, T. A. (1981). Attitudes toward the ads as a mediator of consumer brand choice. Journal of Advertising, 10 (2), 9-15.
  • Sharma, C., Herzog, J. & Melfi, V. (2008). Mobile Advertising, Supercharge Your Brand in the Exploding Wireless Market, America: John Wiley & Sons.
  • Suher, H. K.; Ispir, N. B.; & Oztürk, E. (2008). Turkish consumers’ attitudes towards SMS advertising: A qualitative analysis. Paper Presented 5th Communication in The Millennium Symposium, Istanbul, Turkey, 2008.
  • Waldo, J., Lin, H. & Millett, L. I. (2007). Engaging Privacy and Information Technology in a Digital Age, Washington: National Academies Press.
  • Vankatesh, V. & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: four longitudinal field studies. Management Science, 46 (2), 186-204.
  • Wang, C., Zhnag, P., Choi, T., & D’ Eredita, M. (2002). Understanding consumer attitude toward advertising, Paper Presented 8th Americas Conference on Information Systems. Dallas, 2002
  • Whiteside, S. (2008) The digital media market in 2008. WARC Report.
  • Wu, J. H. & Wang, S.C. (2005). What drives mobile commerce? An empirical evaluation of the revised technology acceptance model. Information And Management, 42, 719-729.
  • Tabachnick, B. G. & Fidell, L. S. (2007). Using Multivariate Statistics, (5th Ed.), New York: Pearson.
  • Trappey, R. & Woodside, A. G. (2005). Consumer responses to interactive advertising campaigns coupling short-message-service direct marketing and TV commercials. Journal of Advertising Research, 45 (4), 382-401.
  • Tsang, M. M., Ho, S. & Liang T. (2004). Consumer attitudes toward mobile advertising: an empirical study. International Journal of Electronic Commerce, 8 (3), 65-78.
  • Zanot,E. J. (1984). Public attitudes toward advertising: The American experience. International Journal of Advertising, 13, 3-15.
There are 48 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Hasan Kemal SUHER

Nevzat Bilge İSPİR This is me

Publication Date February 1, 2009
Published in Issue Year 2009 Issue: 21

Cite

APA SUHER, H. K., & İSPİR, N. B. (2009). Türkiye’de SMS Reklamları: Tüketici Tutumlarını Etkileyen Faktörler. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(21), 447-459.

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