Consumers’ Attitudes Towards Mobile Marketing and Mobile Commerce in Consumer Markets

Suleyman Barutcu ()
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Suleyman Barutcu: Pamukkale University Faculty of Economics and Administrative Sciences, Departments of Business Administration

Ege Academic Review, 2008, vol. 8, issue 1, 15-32

Abstract: Advances in information and communication technologies are not only offering new marketing channels to companies but also significantly influencing the ways in which companies conduct their businesses and marketing activities. This paper analyses the possible significant impacts of mobile phone technology developments on marketing, and offers insights into mobile commerce and mobile marketing, which have not previously been investigated in Turkey. In the survey, mobile phone users' attitudes towards mobile commerce and mobile marketing and their intentions to benefit from mobile phones are searched. The empirical results show that the mobile phone users' adoption of mobile shopping is low, and apart from mobile shopping, mobile phone users have positive attitudes towards mobile advertising, entertainment, discount coupons and mobile marketing. Moreover, the demographics characteristics (age, income, occupation and employment) of mobile phone users who have more positive attitudes towards mobile marketing tools are determined and managerial implications and recommendations are also given to increase mobile commerce and marketing adoption rates.

Keywords: Mobile Commerce; Mobile Marketing; Consumer Behavior (search for similar items in EconPapers)
JEL-codes: L81 M31 (search for similar items in EconPapers)
Date: 2008
References: View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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