The Effects of Smartphone Addiction, Generations, and Operating System Preferences on Mobile Marketing Responses: An Exploratory Study

Öz

The widespread adoption of mobile technologies in daily life and the increasing smartphone addiction necessitate a reassessment of marketing strategies in light of demographic and technological variables such as generational differences and mobile operating system preferences. This study aims to examine the direct and interactive effects of Smartphone Addiction (SAD) level, generational affiliation, and operating system preference on users' mobile marketing responses, such as app download and ad click behaviors. The research primarily employs the Stimulus-Organism-Response (S-O-R) model, Uses and Gratifications Theory (UGT), and Unified Technology Acceptance and Use Theory (UTAUT2) frameworks. Chi-square, t-test, ANOVA, and logistic regression analyses were applied in the study. The findings reveal that SAD score, generation, and operating system variables do not independently produce a statistically significant direct effect on mobile marketing responses. However, a significant interactive effect was found between the iOS operating system and SAD score. The results show that as the SAD level increases among iOS users, the likelihood of downloading apps decreases, while no such interaction was observed among Android users. This finding indicates that the platform ecosystem functions as a structural contextual variable shaping how SAD level is reflected in behavior. The results suggest that mobile marketing strategies should be designed considering both the operating system ecosystem and generational characteristics.

Anahtar Kelimeler

• Smartphone Addiction
• Mobile Marketing
• Generational Differences
• Operating System Preference
• Consumer Behavior

Akıllı Telefon Bağımlılığı, Kuşaklar ve İşletim Sistemi Tercihlerinin Mobil Pazarlama Tepkileri Üzerindeki Etkileri: Keşifsel Bir Araştırma

Öz

Mobil teknolojilerin gündelik yaşamda yaygınlaşması ve artan akıllı telefon bağımlılığı, pazarlama stratejilerinin kuşak farklılıkları ve mobil işletim sistemi tercihleri gibi demografik ve teknolojik değişkenler ışığında yeniden ele alınmasını gerektirmektedir. Bu çalışma, Akıllı Telefon Bağımlılığı (ATB) düzeyi, kuşak aidiyeti ve işletim sistemi tercihinin kullanıcıların uygulama indirme ve reklam tıklama davranışları gibi mobil pazarlama tepkileri üzerindeki doğrudan ve etkileşim etkilerini incelemeyi amaçlamaktadır. Araştırma bu incelemeyi temelde, Uyarıcı-Organizma-Tepki (S-O-R) modeli, Kullanımlar ve Doyumlar Teorisi (UGT) ve Birleşik Teknoloji Kabul ve Kullanım Teorisi (UTAUT2) çerçevelerinden yapmaktadır. Çalışmada; Ki-kare, t-testi, ANOVA ve lojistik regresyon analizleri uygulanmıştır. Bulgular; ATB skoru, kuşak ve işletim sistemi değişkenlerinin mobil pazarlama tepkileri üzerinde bağımsız olarak istatistiksel açıdan anlamlı bir doğrudan etki üretmediğini ortaya koymaktadır. Bununla birlikte, iOS işletim sistemi ile ATB skoru arasında anlamlı bir etkileşim etkisi saptanmıştır. Sonuçlar, iOS kullanıcılarında ATB düzeyi yükseldikçe uygulama indirme olasılığının azaldığını, Android kullanıcılarında ise böyle bir etkileşim gözlemlenmediğini göstermektedir. Bu bulgu, platform ekosisteminin ATB düzeyinin davranışa yansıma biçimini şekillendiren yapısal bir bağlam değişkeni işlevi gördüğüne işaret etmektedir. Sonuçlar, mobil pazarlama stratejilerinin işletim sistemi ekosistemi ve kuşak özelliklerini birlikte göz önünde bulundurarak tasarlanması gerektiğini ortaya koymaktadır.

Anahtar Kelimeler

• Akıllı Telefon Bağımlılığı
• Mobil Pazarlama
• Kuşak Farklılıkları
• İşletim Sistemi Tercihi
• Tüketici Davranışı

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