Araştırma Makalesi
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The Effect Of Mobile Marketing On Advertiiıng Content Quality: A Research On Employees

Yıl 2021, Cilt: 11 Sayı: 1, 159 - 172, 27.03.2021
https://doi.org/10.48146/odusobiad.819019

Öz

Today, the world is experiencing a digital transformation with the global economy and it is seen that a new era has started with the networking structure as a result of the emergence and wide spreading of the internet. With the development of information and information technologies, mobile transactions on the internet have become widespread. Thanks to the digital economy, significant changes have been experienced in the advertising contents in terms of the shopping decision-making processes of the customers. The mobile digital economy consists of various components such as virtual currencies, crypto currencies, virtual wallets, digital payment and invoice systems, online advertising, digital services, and products. By means of this economy, information is transformed into products and services with the shopping made on the internet via mobile phones. As a result of the changing business culture and way of doing business, everybody can connect to the internet with a fixed or mobile device and make transactions from many different places such as home, workplace, park, and so on. Mobile Marketing is shopping transactions made through using mobile technology, a network structure on the internet, or using smart technologies. With Mobile Marketing, purchases can be made easily and with open access without connecting to a customer representative. In the digital media, the shopping decision processes of the consumer take place according to the preferences of decision-makers with the effect of ad content on mobile marketing. As mobile marketing changes the contents of the advertisement, the purchasing behaviors of the consumers are based on the experiences of multi-channel marketing in the digital environment. The aim of this study is to investigate the extent to which the content quality of mobile marketing ads affects purchasing behaviors of the employees. The questionnaire developed for the research was applied to 208 people working in 56 companies operating in various sectors in Istanbul. As a result of this research, it is concluded that the product/service that mobile marketing consumers will buy has a positive effect on the ad content quality.

Kaynakça

  • Banerjee, Sy, Shichun Xu-Scott Johnson. "How does location based marketing affect mobile retail revenues? The complex interplay of delivery tactic, interface mobility and user privacy". Journal of Business Research (2020), 10.1016/j.jbusres.2020.02.042
  • Berman, Barry. "Planning and implementing effective mobile marketing programs". Business Horizons 59/(2016), 10.1016/j.bushor.2016.03.006
  • Crm Medya. "Kalite Puanı Nedir ve Kalite Puanı Formülü Nedir?". Erişim [20 Ekim 2020]. https://www.crmmedya.com/kalite-puani-nedir-ve-kalite-puani-formulu-nedir
  • Dictionary. "Mobile". Erişim [19 Ekim 2020]. https://www.dictionary.com/browse/mobile
  • Durmaz, Yakup. "Mobil Pazarlamanın Marka Üzerine Etkileri". International Journal of Disciplines In Economics and Administrative Sciences Studies (IDEAstudies) 1/(2015), 68-82. 10.26728/ideas.6
  • Economictimes. "Definition of 'Advertising". Erişim [19 Ekim 2020]. https://economictimes.indiatimes.com/definition/advertising#:~:text
  • Grewal, Dhruv, Carl-Philip Ahlbom, Lauren Beitelspacher, Stephanie M. Noble-Jens Nordfält. "In-Store Mobile Phone Use and Customer Shopping Behavior: Evidence from the Field". Journal of Marketing 82/4 (2018), 102-126. 10.1509/jm.17.0277
  • Gürbüz, Sait-Faruk Şahin. Sosyal bilimlerde araştırma yöntemleri. Şeçkin Yayıncılık, Ankara: 3. Basım, 2016.
  • Investopedia. "Mobile Marketing". Erişim [19 Ekim 2020]. https://www.investopedia.com/terms/m/mobile-marketing.asp#:~:text=
  • Kılıç, Sabiha-Ahmet Ünver Emin. "Mobil Reklamcılıkta Müşteri Memnuniyeti: Sosyal Medya Kullanıcıları Üzerinde Bir Araştırma". Girişimcilik İnovasyon ve Pazarlama Araştırmaları Dergisi 1/1 (2017), 39-66. https://doi.org/10.31006/gipad.322461
  • Kushwaha Gyaneshwar, Singh-Ratan Agrawal Shiv. "The impact of mobile marketing initiatives on customers’ attitudes and behavioural outcomes". Journal of Research in Interactive Marketing 10/3 (2016), 150-176. 10.1108/JRIM-06-2015-0041
  • Lafsozluk. "Mobil Nedir". Erişim [19 Ekim 2020]. https://www.lafsozluk.com/2015/04/mobil-nedir-ne-demektir-anlami.html
  • Mittal, Saurabh-Vikas Kumar. "A Framework for Ethical Mobile Marketing". International Journal of Technoethics 11/(2020), 28-42. 10.4018/IJT.2020010103
  • Murat, M.-P. Bal Nedim. "Reklam, Kültür ve İletişim". IBAD Sosyal Bilimler Dergisi 7 (2020), 167-182. https://doi.org/10.21733/ibad.662792
  • Narang, Unnati-Venkatesh Shankar. "Mobile Marketing 2.0: State of the Art and Research Agenda". 97-119. 2019.
  • Onurlubaş, Ebru-Derya Öztürk. "Sosyal Medya Uygulamalarının Y Kuşağı Satın Alma Davranışı Üzerine Etkisi: Instagram Örneği". OPUS Uluslararası Toplum Araştırmaları Dergisi 9/16 (2018), 984-1016. https://doi.org/10.26466/opus.471771
  • Ruzgardijital. "Kaliteli İçerik Üretmek Neden Değerli". Erişim [19 Ekim 2020]. http://www.ruzgardijital.com/blog/kaliteli-icerik-uretmek-degerli/
  • Shankar, Venkatesh, Alladi Venkatesh, Charles Hofacker-Prasad Naik. "Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues". Journal of Interactive Marketing 24/(2010), 111-120. 10.1016/j.intmar.2010.02.006
  • Shankar, Venkatesh. "Mobile Marketing: The Way Forward". Journal of Interactive Marketing 34/(2016), 10.1016/j.intmar.2016.03.005
  • Shareef Akhter, Mahmud, Dwivedi K. Dwidevi-Vinod Kumar. Mobile Marketing Channel Online Consumer Behavior. SpringerBriefs in Business, 2016.
  • Rowles, Daniel. Mobile Marketing : How Mobile Technology Is Revolutionizing Marketing, Communications and Advertising. London, Unıted Kıngdom: Kogan Page, Limited, 2017.
  • Technians. "Importance of Mobile Marketing". Erişim [19 Ekim 2020]. https://technians.com/blog/importance-of-mobile-marketing
  • Tekin, M.-M. Zerenler. Pazarlama. Günay Ofset, Konya: 1. Basım, 2012.
  • Tekin, Mahmut. Akıllı Bilgi Çağı. 1.Baskı, Günay Ofset, Konya: 2018.
  • Tekin,M (2020) "MOBİL PAZARLAMANIN YÜKSELİŞİ". www.mahmuttekin.com.tr.Erişim [2 Aralık 2020].http://www.mahmuttekin.com.tr/userfiles/content/files/MOB%C4%B0L%20PAZARLAMANIN%20Y%C3%9CKSEL%C4%B0%C5%9E%C4%B0.pdf
  • Uygun, Mutlu, Sevilay Uslu Divanoğlu-vesile özçiftçi. "MOBİL PAZARLAMA UYGULAMALARINA YÖNELİK TÜKETİCİ KABULÜNÜ ETKİLEYEN FAKTÖRLER". (2018)
  • Wikipedia. "Content (media)". Erişim [20 Ekim 2020]. https://en.wikipedia.org/wiki/Content_(media)
  • Wordstream. "What Is Content Advertising, and Should You Be Doing It?". Erişim [20 Ekim 2020]. https://www.wordstream.com/blog/ws/2016/07/28/content-advertising

Mobil Pazarlamanın Reklam İçerik Kalitesine Etkisi: Çalışanlar Üzerine Bir Araştırma

Yıl 2021, Cilt: 11 Sayı: 1, 159 - 172, 27.03.2021
https://doi.org/10.48146/odusobiad.819019

Öz

Today, the world is experiencing a digital transformation with the global economy and it is seen that a new era has started with the networking structure as a result of the emergence and wide spreading of the internet. With the development of information and information technologies, mobile transactions on the internet have become widespread. Thanks to the digital economy, significant changes have been experienced in the advertising contents in terms of the shopping decision-making processes of the customers. The mobile digital economy consists of various components such as virtual currencies, crypto currencies, virtual wallets, digital payment and invoice systems, online advertising, digital services, and products. By means of this economy, information is transformed into products and services with the shopping made on the internet via mobile phones. As a result of the changing business culture and way of doing business, everybody can connect to the internet with a fixed or mobile device and make transactions from many different places such as home, workplace, park, and so on. Mobile Marketing is shopping transactions made through using mobile technology, a network structure on the internet, or using smart technologies. With Mobile Marketing, purchases can be made easily and with open access without connecting to a customer representative. In the digital media, the shopping decision processes of the consumer take place according to the preferences of decision-makers with the effect of ad content on mobile marketing. As mobile marketing changes the contents of the advertisement, the purchasing behaviors of the consumers are based on the experiences of multi-channel marketing in the digital environment. The aim of this study is to investigate the extent to which the content quality of mobile marketing ads affects purchasing behaviors of the employees. The questionnaire developed for the research was applied to 208 people working in 56 companies operating in various sectors in Istanbul. As a result of this research, it is concluded that the product/service that mobile marketing consumers will buy has a positive effect on the ad content quality.

Kaynakça

  • Banerjee, Sy, Shichun Xu-Scott Johnson. "How does location based marketing affect mobile retail revenues? The complex interplay of delivery tactic, interface mobility and user privacy". Journal of Business Research (2020), 10.1016/j.jbusres.2020.02.042
  • Berman, Barry. "Planning and implementing effective mobile marketing programs". Business Horizons 59/(2016), 10.1016/j.bushor.2016.03.006
  • Crm Medya. "Kalite Puanı Nedir ve Kalite Puanı Formülü Nedir?". Erişim [20 Ekim 2020]. https://www.crmmedya.com/kalite-puani-nedir-ve-kalite-puani-formulu-nedir
  • Dictionary. "Mobile". Erişim [19 Ekim 2020]. https://www.dictionary.com/browse/mobile
  • Durmaz, Yakup. "Mobil Pazarlamanın Marka Üzerine Etkileri". International Journal of Disciplines In Economics and Administrative Sciences Studies (IDEAstudies) 1/(2015), 68-82. 10.26728/ideas.6
  • Economictimes. "Definition of 'Advertising". Erişim [19 Ekim 2020]. https://economictimes.indiatimes.com/definition/advertising#:~:text
  • Grewal, Dhruv, Carl-Philip Ahlbom, Lauren Beitelspacher, Stephanie M. Noble-Jens Nordfält. "In-Store Mobile Phone Use and Customer Shopping Behavior: Evidence from the Field". Journal of Marketing 82/4 (2018), 102-126. 10.1509/jm.17.0277
  • Gürbüz, Sait-Faruk Şahin. Sosyal bilimlerde araştırma yöntemleri. Şeçkin Yayıncılık, Ankara: 3. Basım, 2016.
  • Investopedia. "Mobile Marketing". Erişim [19 Ekim 2020]. https://www.investopedia.com/terms/m/mobile-marketing.asp#:~:text=
  • Kılıç, Sabiha-Ahmet Ünver Emin. "Mobil Reklamcılıkta Müşteri Memnuniyeti: Sosyal Medya Kullanıcıları Üzerinde Bir Araştırma". Girişimcilik İnovasyon ve Pazarlama Araştırmaları Dergisi 1/1 (2017), 39-66. https://doi.org/10.31006/gipad.322461
  • Kushwaha Gyaneshwar, Singh-Ratan Agrawal Shiv. "The impact of mobile marketing initiatives on customers’ attitudes and behavioural outcomes". Journal of Research in Interactive Marketing 10/3 (2016), 150-176. 10.1108/JRIM-06-2015-0041
  • Lafsozluk. "Mobil Nedir". Erişim [19 Ekim 2020]. https://www.lafsozluk.com/2015/04/mobil-nedir-ne-demektir-anlami.html
  • Mittal, Saurabh-Vikas Kumar. "A Framework for Ethical Mobile Marketing". International Journal of Technoethics 11/(2020), 28-42. 10.4018/IJT.2020010103
  • Murat, M.-P. Bal Nedim. "Reklam, Kültür ve İletişim". IBAD Sosyal Bilimler Dergisi 7 (2020), 167-182. https://doi.org/10.21733/ibad.662792
  • Narang, Unnati-Venkatesh Shankar. "Mobile Marketing 2.0: State of the Art and Research Agenda". 97-119. 2019.
  • Onurlubaş, Ebru-Derya Öztürk. "Sosyal Medya Uygulamalarının Y Kuşağı Satın Alma Davranışı Üzerine Etkisi: Instagram Örneği". OPUS Uluslararası Toplum Araştırmaları Dergisi 9/16 (2018), 984-1016. https://doi.org/10.26466/opus.471771
  • Ruzgardijital. "Kaliteli İçerik Üretmek Neden Değerli". Erişim [19 Ekim 2020]. http://www.ruzgardijital.com/blog/kaliteli-icerik-uretmek-degerli/
  • Shankar, Venkatesh, Alladi Venkatesh, Charles Hofacker-Prasad Naik. "Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues". Journal of Interactive Marketing 24/(2010), 111-120. 10.1016/j.intmar.2010.02.006
  • Shankar, Venkatesh. "Mobile Marketing: The Way Forward". Journal of Interactive Marketing 34/(2016), 10.1016/j.intmar.2016.03.005
  • Shareef Akhter, Mahmud, Dwivedi K. Dwidevi-Vinod Kumar. Mobile Marketing Channel Online Consumer Behavior. SpringerBriefs in Business, 2016.
  • Rowles, Daniel. Mobile Marketing : How Mobile Technology Is Revolutionizing Marketing, Communications and Advertising. London, Unıted Kıngdom: Kogan Page, Limited, 2017.
  • Technians. "Importance of Mobile Marketing". Erişim [19 Ekim 2020]. https://technians.com/blog/importance-of-mobile-marketing
  • Tekin, M.-M. Zerenler. Pazarlama. Günay Ofset, Konya: 1. Basım, 2012.
  • Tekin, Mahmut. Akıllı Bilgi Çağı. 1.Baskı, Günay Ofset, Konya: 2018.
  • Tekin,M (2020) "MOBİL PAZARLAMANIN YÜKSELİŞİ". www.mahmuttekin.com.tr.Erişim [2 Aralık 2020].http://www.mahmuttekin.com.tr/userfiles/content/files/MOB%C4%B0L%20PAZARLAMANIN%20Y%C3%9CKSEL%C4%B0%C5%9E%C4%B0.pdf
  • Uygun, Mutlu, Sevilay Uslu Divanoğlu-vesile özçiftçi. "MOBİL PAZARLAMA UYGULAMALARINA YÖNELİK TÜKETİCİ KABULÜNÜ ETKİLEYEN FAKTÖRLER". (2018)
  • Wikipedia. "Content (media)". Erişim [20 Ekim 2020]. https://en.wikipedia.org/wiki/Content_(media)
  • Wordstream. "What Is Content Advertising, and Should You Be Doing It?". Erişim [20 Ekim 2020]. https://www.wordstream.com/blog/ws/2016/07/28/content-advertising
Toplam 28 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm MAKALE
Yazarlar

Mahmut Tekin 0000-0002-8823-0972

Yılmaz Göbenez Bu kişi benim 0000-0002-2852-0142

Ertuğrul Tekin 0000-0001-8485-7316

Yayımlanma Tarihi 27 Mart 2021
Gönderilme Tarihi 1 Kasım 2020
Yayımlandığı Sayı Yıl 2021 Cilt: 11 Sayı: 1

Kaynak Göster

APA Tekin, M., Göbenez, Y., & Tekin, E. (2021). Mobil Pazarlamanın Reklam İçerik Kalitesine Etkisi: Çalışanlar Üzerine Bir Araştırma. Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi, 11(1), 159-172. https://doi.org/10.48146/odusobiad.819019

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