A comparative study on attitudes towards SMS advertising and mobile application advertising
Citation
Aydın, 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.2017.10005357Abstract
The 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.
WoS Q Kategorisi
Q4xmlui.dri2xhtml.METS-1.0.item-scopusquality
Q1Source
International Journal of Mobile CommunicationVolume
15Issue
5Collections
- Makale Koleksiyonu [49]
- Makale Koleksiyonu [12]
- Scopus İndeksli Yayınlar Koleksiyonu [5974]
- WoS İndeksli Yayınlar Koleksiyonu [6091]
Related items
Showing items related by title, author, creator and subject.
-
Abused android permissions by advertising networks
Oğul, Murat; Baktır, Selçuk; Tatlı, Emin İslam (Institute of Electrical and Electronics Engineers Inc., 2014)Android is the leading mobile operating system for smart phone and mobile tablet platforms. Since these mobile devices contain personal and sensitive data, security is a big challenge for them. Even though various security ... -
Role of personalization in shaping attitudes towards social media ads
Aydın, Gökhan (Igi Global, 2018)The present article aims to understand attitudes towards social media ads, one of the most recent and rapidly growing forms of digital advertisements. So far, little attention has been paid in developing countries to the ... -
E-Retailing practices in mobile marketing: The case of getir application
Eken, İhsan; Gezmen, Başak (IGI Global, 2019)Today, the Internet has become a frequently-used tool in trading information, products, and services. Together with the transformations in the Internet, new media, and mobile technologies, the retail sector is also developing ...