Author/Authors :
ALTUĞ, Nevin Trakya Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey , YÜRÜK, Pınar Namık Kemal Üniversitesi - Saray Meslek Yüksekokulu - Dış Ticaret ve Avrupa Birliği Programı, Turkey
Title Of Article :
A REVIEW OF EMPIRICAL STUDIES ON EXAMINING THE CONSUMERS’ MOBILE ADVERTISING ATTITUDES BETWEEN 2000-2011
Abstract :
Changes in the mobile phone technology and the rapid increase in the use of mobile phones have created a new field both for marketers and advertisers as well as for researchers to reach consumers. Therefore, marketing applications made through mobile phones have become a subject for various researches. In this study, mobile marketing and advertising have been discussed. This paper investigates the theoretical base in the literature about the relations which display “whether the consumers approve the permitted advertising or not, which types of mobile advertising they adopt, which content specifications of mobile adverts affect them most and what kind of attitudes they develop against mobile adverts, besides that it presents a summary of 44 empirical studies which have been implemented between the years 2000-2011.
NaturalLanguageKeyword :
Mobile Marketing , Mobile Advertising , SMS , MMS , Bluetooth
JournalTitle :
dokuz eylul university the journal of graduate school of social sciences
