The effect of mobile ads to consumers' purchasing behavior who live in the province of Aydın
Yükleniyor...
Dosyalar
Tarih
2013
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
International Economic Society
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
The developments in mobile communication technologies bring firms to include mobile Technologies into their
marketing applications. Mobile marketing applications and mobile ads has become a new channel for marketing
strategies. People always keep their mobile phones with them everywhere so this situation increases the interest
for mobile ads. For this reason, the aim of the study has been determined as mobile marketing applications.
Therefore, the effects of retailers’ mobile marketing applications on consumer's purchasing behavior in the
center of Aydın have been investigated. Mobile ads are intended as mobile marketing applications. The study has
two parts. The first part contains literature review and the second part contains the application. In application
part, a questionnaire has been applied for the participated sample. The results have been analyzed with SPSS 17
software. According to the results of the study, the mobile advertising messages which are coming from retailers
affect the purchasing behavior of the consumers. Also, according to the results of the study, the mobile ad
messages that come to friends and family members are the most effective groups who affect the consumers.
Açıklama
Anahtar Kelimeler
Consumer, Mobile Advertisement, Purchasing Behavior
Kaynak
International Journal of Economic Perspectives
WoS Q Değeri
Scopus Q Değeri
N/A
Cilt
7
Sayı
3
