A comparative study on attitudes towards SMS advertising and mobile application advertising

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dc.authorid0000-0002-5652-8694
dc.authorid0000-0003-3568-0731
dc.contributor.authorAydın, Gökhan
dc.contributor.authorKaramehmet, Bilge
dc.date.accessioned10.07.201910:49:13
dc.date.accessioned2019-07-10T19:56:42Z
dc.date.available10.07.201910:49:13
dc.date.available2019-07-10T19:56:42Z
dc.date.issued2017
dc.departmentİstanbul Medipol Üniversitesi, Sağlık Bilimleri Fakültesi, Sağlık Yönetimi Bölümü
dc.departmentİstanbul Medipol Üniversitesi, İletişim Fakültesi, Halkla İlişkiler ve Reklamcılık Bölümü
dc.descriptionWOS: 000414961600003
dc.description.abstractThe objective of the present study is to determine the major factors influencing consumers' attitudes towards two major types of mobile marketing activities: SMS advertising and mobile application advertising. It also discusses the potential differences in antecedents of attitude between the two types of advertisements. The study was carried out in Turkey among university students, who are commonly targeted in mobile marketing studies due to their high mobile phone ownership rates and familiarity with new technologies. A total of 489 valid questionnaires were obtained and analysed using partial least squares structural equation modelling. The findings indicate that overall attitudes towards both mobile advertisement types are negative, SMS marketing being the inferior type. Differences in perceptions of the antecedents of attitudes towards SMS and mobile app ads were detected. On the other hand, the way variables affect attitudes (paths) among the two wireless advertisements types were quite similar.
dc.identifier.citationAydın, G. ve Karamehmet, B. (2017). A comparative study on attitudes towards SMS advertising and mobile application advertising. International Journal of Mobile Communication, 15(5), 514-536. https://dx.doi.org/10.1504/IJMC.2017.10005357
dc.identifier.doi10.1504/IJMC.2017.10005357
dc.identifier.endpage536
dc.identifier.issn1470-949X
dc.identifier.issn1741-5217
dc.identifier.issue5
dc.identifier.scopusqualityQ1
dc.identifier.startpage514
dc.identifier.urihttps://dx.doi.org/10.1504/IJMC.2017.10005357
dc.identifier.urihttps://hdl.handle.net/20.500.12511/2793
dc.identifier.volume15
dc.identifier.wosqualityQ4
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherInderscience Enterprises Ltd
dc.relation.ispartofInternational Journal of Mobile Communicationen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectMobile Advertisement
dc.subjectMobile Advertising
dc.subjectMobile Application Advertisements
dc.subjectMobile Application Marketing
dc.subjectMobile Marketing
dc.subjectMobile Marketing Communications
dc.subjectSMS Advertising
dc.subjectSMS Marketing
dc.subjectWireless Marketing
dc.titleA comparative study on attitudes towards SMS advertising and mobile application advertising
dc.typeArticle

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