Enhancing Mobile Advertising Effectiveness in Turkey through Peer Influence

Gözem Güçeri-Uçar
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Gözem Güçeri-Uçar: Department of Management, Bogazici University, Istanbul, Turkey

Journal of Electronic Commerce in Organizations (JECO), 2013, vol. 11, issue 4, 1-18

Abstract: This article aims to explain how involvement and peer influence may enhance mobile advertising effectiveness by increasing consumers’ intention to participate in SMS-based mobile marketing campaigns. Both individual and joint effects of these variables on marketing campaign participation intentions of Turkish consumers are analyzed. Findings indicate that involvement is not necessarily a strong predictor of campaign participation intentions in the context of mobile marketing. Peer influence, on the other hand, was shown to have a significant effect on intention to participate in an m-marketing campaign, as well as being a moderator of the relationship between involvement and campaign participation intention. A unique contribution of this study is the linking of involvement and peer influence in a unified framework to demonstrate how these two variables can jointly be used to increase m-marketing campaign participation numbers.

Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jeco00:v:11:y:2013:i:4:p:1-18

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