A review of empirical studies on examining the consumers' mobile advertising attitudes between 2000-2011

Yıl 2013, Cilt: 15 Sayı: 1, 11 - 28, 01.02.2013

Nevin Altuğ Pınar Yürük

Öz

Changes in the mobile phone technology and the rapid increase in the use of mobile phones have created a new field both for marketers and advertisers as well as for researchers to reach consumers. Therefore, marketing applications made through mobile phones have become a subject for various researches. In this study, mobile marketing and advertising have been discussed. This paper investigates the theoretical base in the literature about the relations which display “whether the consumers approve the permitted advertising or not, which types of mobile advertising they adopt, which content specifications of mobile adverts affect them most and what kind of attitudes they develop against mobile adverts, besides that it presents a summary of 44 empirical studies which have been implemented between the years 2000-2011.

Anahtar Kelimeler

Mobile Marketing, Mobile Advertising, SMS, MMS, Bluetooth.

2000-2011 Yılları arasında tüketicilerin mobil reklamlara olan tutumlarını incelemeye yönelik yapılan araştırmalar

Öz

Mobil telefon teknolojisindeki değişim ve mobil telefonların kullanımındaki hızlı artış, hem pazarlamacılar ve reklamcılar için, hem de araştırmacılar için tüketicilere ulaşmada yeni bir alan yaratmıştır. Bu nedenle, mobil telefonlar aracılığıyla yapılan pazarlama uygulamaları birçok araştırmaya konu olmuştur. Bu makale, “Tüketicilerin izinli reklamcılığı kabul edip etmedikleri, mobil reklamcılığın hangi türünü ya da türlerini benimsedikleri, mobil reklamların hangi içerik özelliklerinden daha çok etkilendikleri ve mobil reklamlara karşı nasıl bir tutum içinde olduklarını” ortaya koyan ilişkilerin literatürde yer alan teorik temellerini incelemekte ve ayrıca 2000-2011 yılları arasında gerçekleştirilmiş olan 44 ampirik araştırmanın bir özetini sunmaktadır.

Anahtar Kelimeler

Mobil Pazarlama, Mobil Reklamcılık, SMS, MMS, Bluetooth.

Kaynakça

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