Volume 7, Issue 3, 81-92.

The Effect of Mobile ADs To Consumers’ Purchasing Behavior Who Live in the Province of AYDIN

Fatma CAKIR*, PhD

Faculty of Economics and Administrative Sciences, Adnan Menderes University, Turkey. E-Mail: fatmacakir@adu.edu.tr.

Oya ERU, PhD

Faculty of Economics and Administrative Sciences, Abant Izzet Baysal University, Turkey. E-Mail: oyaeru@ibu.edu.tr.

ABSTRACT

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.

JEL Classification: M39.

Key Words: Mobile Advertisement; Consumer; Purchasing Behavior.

*Corresponding author.

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