MOBİL REKLAMLARA YÖNELİK TUTUM VE DAVRANIŞLAR: ÜNİVERSİTE ÖĞRENCİLERİ ÜZERİNE BİR ARAŞTIRMA
Year 2020,
Issue: 26, 79 - 96, 13.01.2020
Aysun Kahraman
Esra Güven
Abstract
Yüksek hızlı
internet teknolojilerinin ortaya çıkması ve akıllı telefon kullanımının artması
reklam endüstrisini etkilemiş, mobil reklamlar medya kanalları arasında yerini
almıştır. Mobil reklam kampanyalarına
yönelik yatırımlar arttıkça bu alanda araştırma yapma ihtiyacı da artmaktadır.
Akıllı telefon ve mobil teknolojilere olan ilgilerinin yüksek olması nedeniyle özellikle
genç tüketicilerin aynı ilgiyi mobil reklamlara gösterip göstermediği merak
konusudur. Bu noktadan hareketle bu çalışmada üniversite öğrencilerinin mobil
reklamlara yönelik tutumları ve mobil reklamları benimseme davranışları
incelenmiştir. Mobil reklamları benimsemeyi etkileyeceği düşünülen
değişkenlerden yola çıkarak bir model oluşturulmuştur. 360 üniversite
öğrencisinden anket yöntemiyle toplanan veriler SPSS 23.0 ve LISREL 9.30
programlarında analiz edilmiştir. Analiz sonuçlarına göre akıllı telefonlar en
çok müzik dinlemek, sosyal ağları takip etmek ve video izlemek amacıyla
kullanılmaktadır. Mobil reklamlara yönelik tutum olumsuzdur. Mobil reklamların
benimsenmesinde reklamların eğlenceli bulunmasının ve reklamlardan hoşlanmanın
doğrudan etkisi vardır. Mobil reklamları eğlenceli bulmak, mobil reklamların
faydalı olduğunu düşünmek mobil reklamlardan hoşlanmayı olumlu yönde
etkilerken, mobil reklamlardan rahatsızlık duymak hoşlanmayı olumsuz yönde
etkilemektedir.
References
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Mobil Pazarlama ve Üniversite Öğrencilerinin Mobil Pazarlama Algısı: Nazilli'deki Üniversite Öğrencilerine Yönelik Bir Araştırma. AJIT-e: Online Academic Journal of Information Technology, 17(5):27-44.Avcılar, M. Y., Demirgüneş, B. K., ve Yenilmez, G. (2018). Mobil Uygulama Reklam Türlerinin Reklama Yönelik Tutum ve Reklam Kabulüne Etkisi. Business and Economics Research Journal, 9(4): 923-943.Bagozzi, R.P. ve Burnkrant, R.E. (1985). Attitude organization and the attitude – behavior relationship: a reply to Dillon and Kumar. Journal of Personality and Social Psychology, 29:1-16.Barwise, P. ve Strong, C. (2002). Permission‐based mobile advertising. Journal of interactive Marketing, 16(1):14-24.Barutçu, S. ve Göl, M. Öztürk (2009). Mobil Reklamlar ve Mobil Reklam Araçlarına Yönelik Tutumlar. KMU İ.İ.B.F. Dergisi, 11(17): 24-41.Bauer, H.H., Barnes, S.J., Reichardt, T. ve Neumann, M.M. (2005). Driving consumer acceptanceof mobile marketing: a theoretical framework and empirical study. 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Year 2020,
Issue: 26, 79 - 96, 13.01.2020
Aysun Kahraman
Esra Güven
References
- Aaker, D.A. ve Bruzzone, D.E. (1985). Causes of irritation in advertising. Journal of Marketing, (49), 47-57.Aaker, D.A. ve Stayman, D.M. (1990). Measuring audience perception of commercials and relating them to ad impact. Journal of Advertising Research, 30:7-18.Ahmadi, M., Masrour, G. A., ve Khaksar, M. (2013). The study of peoples’ attitude and response toward receiving SMS advertising. Interdisciplinary Journal of Contemporary Research in Business, 5(6): 242-247.Alagöz, S. Başaran ve Ceylan, E. (2018). The Effect of Consumers' Attitudes Toward the Mobile Advertising on Impulse Buying Behavior. 4th Global Business Research Congress (GBRC - 2018), 7:101-108.Al-Gahtani, S. S. ve King, M. (1999). Attitudes, satisfaction and usage: factors contributing to each in the acceptance of information technology, Behaviour & Information Technology, 18 (4): 277-297.Armağan, E. ve Gider, A. (2014). Mobil Pazarlama ve Üniversite Öğrencilerinin Mobil Pazarlama Algısı: Nazilli'deki Üniversite Öğrencilerine Yönelik Bir Araştırma. AJIT-e: Online Academic Journal of Information Technology, 17(5):27-44.Avcılar, M. Y., Demirgüneş, B. K., ve Yenilmez, G. (2018). Mobil Uygulama Reklam Türlerinin Reklama Yönelik Tutum ve Reklam Kabulüne Etkisi. Business and Economics Research Journal, 9(4): 923-943.Bagozzi, R.P. ve Burnkrant, R.E. (1985). Attitude organization and the attitude – behavior relationship: a reply to Dillon and Kumar. Journal of Personality and Social Psychology, 29:1-16.Barwise, P. ve Strong, C. (2002). Permission‐based mobile advertising. Journal of interactive Marketing, 16(1):14-24.Barutçu, S. ve Göl, M. Öztürk (2009). Mobil Reklamlar ve Mobil Reklam Araçlarına Yönelik Tutumlar. KMU İ.İ.B.F. Dergisi, 11(17): 24-41.Bauer, H.H., Barnes, S.J., Reichardt, T. ve Neumann, M.M. (2005). Driving consumer acceptanceof mobile marketing: a theoretical framework and empirical study. Journal of Electronic Commerce Research, 6(3):181-191.Boz, M. ve Karakaş, E. (2014). Türkiye’de Tüketicilerin Mobil Reklama Yönelik Tutumları. Bartın Üniversitesi İ.İ.B.F. Dergisi, 5(10):1-20.Bruner, G. C. ve Kumar, A. (2007). Gadget lovers. Journal of The Academy of Marketing Science, 35(3):329-339.Ceyhun, E. (2015). Mobil Cihazların Ara Yüz Özelliklerinin Mobil Reklamın Etkinliğine Olan Etkisi (Yayımlanmamaış Yüksek Lisans Tezi), Bahçeşehir Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.Cheng, J.M., Blankson, C., Wang, E.S. ve Chen, L.S., (2009). Consumer attitudes and interactive digital advertising. International Journal of Advertising, 28(3), 501-525. Chowdhury, H. K., Parvin, N., Weitenberner, C. ve Becker, M. (2006). Consumer attitude toward mobile advertising in an emerging market: An empirical study. International Journal of Mobile Marketing, 1(2):33–41.Çakır, F., Çakır, M. ve Çiftçi, T. E. (2010). Tüketicilerin SMS Reklam Mesajlarına Yönelik Tutum ve Davranışları. 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Journal of Advertising Research, 49(1): 54-61.Friman J. (2010). Consumer attitudes toward mobile advertising (Master Thesis). AALTO University School of Economics, Department of Marketing and Management https://aaltodoc.aalto.fi/bitstream/handle/123456789/469/hse_ethesis_12337.pdf? sequence=1Haefner, J. E., Deli-Gray, Z. ve Rosenbloom, A. (2011). The Importance of Brand Liking and Brand Trust in Consumer Decision Making: Insights from Bulgarian and Hungarian Consumers During the Global Economic Crisis, Managing Global Transitions, 9(3): 249-273.Haghirian, P. ve Madlberger, M. (2005). Consumer Attitude toward Advertising via Mobile Devices- An Empirical Investigation among Australian Users, 13th European Conference on Information Systems, Regensburg, Germany.Haider, I. (2014). Prioritization of Factors Affecting Consumer attitude towards Mobile Advertisement: A Study of Pakistani Youth. Journal of Science and Research, 3(5): 751-758.Hootsuite and We are Social (2019). Digital in 2018 Report, https://wearesocial.com/global-digital-report-2019.https://www.investopedia.com/terms/m/mobile-marketing.asp (Erişim: 27.02.20019)Hu, L.T. ve Bentler, P.M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1):1-55.Hu, P.J., Chau, P.Y.K., Lui Sheng, O.R. ve Yan Tam, K. (1999). Examining the technology acceptance model using physicians’ acceptance of telemedicine technology. Journal of Management Information Systems, 16: 91-112.Huq, S. M.; Alam, S.; Nekmahmud, M.; Aktar, M. S. ve Alam, S. M. (2015). Customer’s attitude towards mobile advertising in Bangladesh. International Journal of Business and Economics Research, 4(6): 281-292.İslamoğlu, A. H. ve Altunışık, R. (2017). Tüketici Davranışları (5. Baskı), İstanbul: Beta Yayıncılık.Jahangir, N. ve Begum, N. (2008). The role of perceived usefulness, perceived ease of use, security and privacy, and customer attitude to engender customer adaptation in the context of electronic banking. African Journal of Business Management, 2(2):32-40.Koç, E. (2016). Tüketici Davranışı ve Pazarlama Stratejileri – Golbal ve Yerel Yaklaşım (7. Baskı), Ankara: Seçkin Yayıncılık. Le, T. D., ve Nguyen, B. T. H. (2014). Attitudes toward mobile advertising: A study of mobile web display and mobile app display advertising. Asian Academy of Management Journal, 19(2):87-104.Leppaniemi, M. ve Karjaluoto, H. (2005). Factors influencing consumers’ willingness to accept mobile advertising: a conceptual model. International Journal of Mobile Communications, 3 (3): 197-213.Leppaniemi Matti, Sinisalo, J. ve Karjaluoto, H. A (2006). Review of Mobil Marketing Research. International Journal of Mobile Marketing, 1 (1):30-40.Lo, J. T. L.; Lee, S. C. L.; Loo, P. L.; Sellvam, S. ve Sandran, T. (2014). Consumer attitude towards mobile advertising in Malaysia (Doctoral Dissertation), UTAR.Merisavo, M., Kajalo, S., Karjaluoto, H., Virtanen, V., Salmenkivi, S., Raulas, M. ve Leppäniemi, M. (2007). An Empirical Study of the Drivers of Consumer Acceptance of Mobile Advertising. Journal of Interactive Advertising, 7(2), 41-50.Mishra S. ve Gupta R. (2012). Framework of mobile marketing communications in consumer markets, International Journal of Management & Business Studies, 2(3):111-114. Nadim J., ve Noorjahan B. (2008). The role of perceived usefulness, perceived ease of use, security and privacy, and customer attitude to engender customer adaptation in the context of electronic banking. African Journal of Business Management, l:32-40.Nysveen, H., Pedersen, P. E., ve Thorbjørnsen, H. (2005). Intention to use mobile services: antecedents and cross service comparisons. Journal of the Academy of Marketing Science, 33(3), 330-347.Parreno, M. 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