Attitudes towards mobile marketing tools: A study of Turkish consumers
TLDR
In this paper, the authors analyzed the possible significant impacts of mobile phone technology developments on marketing and determined those target mobile phone users who have the most positive attitudes towards mobile marketing tools, including mobile advertising, mobile discount coupons, mobile entertainment, location-based mobile services, mobile internet and mobile banking.Abstract:
This study analyses the possible significant impacts of mobile phone technology developments on marketing and determines those target mobile phone users who have the most positive attitudes towards mobile marketing tools. The survey results, conducted on 418 mobile phone users, show that the mobile phone users’ adaptation to mobile shopping is low; however, mobile phone users have positive attitudes towards mobile marketing tools — mobile advertising, mobile discount coupons, mobile entertainment, location-based mobile services, mobile internet and mobile banking. The survey results suggest that target segment/segments can be determined for mobile marketing strategies. Managerial implications and recommendations are also offered that may work to increase mobile commerce and marketing adaptation rates.read more
Citations
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Review: Mobile marketing research: The-state-of-the-art
Kaan Varnali,Aysegul Toker +1 more
TL;DR: This paper aims to organize and classify the literature on mobile marketing and assess the-state-of-the-art in order to facilitate future research and provides future research directions.
Journal ArticleDOI
Innovative mobile marketing via smartphones
Ajax Persaud,Irfan Azhar +1 more
TL;DR: In this article, the authors investigate consumers' willingness to accept marketing through their smartphones and find that consumers' shopping style, brand trust, and value are key motivations for engaging in mobile marketing.
Journal ArticleDOI
Enhancing the flow experience of consumers in China through interpersonal interaction in social commerce
TL;DR: The results indicate that interpersonal interaction factors positively relate to flow experience and subsequently influence purchase intention and also find differences between young and old users in this area.
Journal ArticleDOI
Mobile marketing: A literature review on its value for consumers and retailers
TL;DR: In this paper, the authors describe the existing knowledge of how mobile marketing can increase the value for consumers and retailers, and consumers0 use of mobile devices while shopping while they are at the store.
Journal ArticleDOI
Mobile shopping: a classification framework and literature review
TL;DR: In this paper, the accumulated knowledge about mobile shopping (m-shopping) as revealed in the present literature regarding retail is classified and organized, consisting of three categories: online distribution channels, advanced technology for in-store shopping, and technology perspectives.
References
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