Mobil bilgi servisleri adına yapılan SMS reklam/tanıtımlarının tüketici tutumuna etkisini belirleyen bir araştırma

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Thesis Type: Doctorate

Institution Of The Thesis: Anadolu University, SOSYAL BİLİMLER ENSTİTÜSÜ, İŞLETME ANABİLİM DALI, Turkey

Approval Date: 2016

Thesis Language: Turkish

Student: R. REHA DURUCASU

Supervisor: Nezihe Figen Ersoy Arca

Open Archive Collection: AVESIS Open Access Collection

Abstract:

There's been an increase in usage of mobile marketing media such as MMS, Wap, Mobile Applications, IVR, etc. thanks to the developments on smartphones. The usage percentage of smartphones increases year after year. Nevertheless companies are still implementing SMS advertising as one of the most common mobile marketing media for reaching a wide consumer mass. Additionally, mobile information services mean sending beneficial information via SMS to the users' cell phones. Determining consumer attitude on mobile information services and SMS advertising of users via a survey which is implemented in computer environment is the purpose of this research. As a result of this research it is found that; legal regulations are needed about SMS advertising by users. Furthermore, 20% of the cost of the SMS advertising is otiose. Mobile marketing ecosystem has to keep on improving new mobile information services. Eventually, the investigation of the applications abroad has an importance and plenty of mobile information services which have made a success abroad could be adapted to our country. Keywords: Mobile Marketing, Mobile Information Services, Mobile Advertisement, SMS