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

Yıl 2021, Cilt: 11 Sayı: 1, 159 - 172, 27.03.2021

Mahmut Tekin , Yılmaz Göbenez Ertuğrul Tekin

https://doi.org/10.48146/odusobiad.819019

Cited By: 1

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.

Anahtar Kelimeler

Mobile Marketing, Ad Content Quality, Consumer Purchasing Behavior, Digital Economy, Information Technologies

Mobil Pazarlamanın Reklam İçerik Kalitesine Etkisi: Çalışanlar Üzerine Bir Araştırma

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.

Anahtar Kelimeler

Mobil pazarlama, Reklam İçerik Kalitesi, Tüketici Satınalma Davranışı, Dijital Ekonomi, Bilişim Teknolojileri

Kaynakça

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