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Consumers’ Attitudes Towards Mobile Marketing and Mobile Commerce in Consumer Markets

Author

Listed:
  • Suleyman Barutcu

    (Pamukkale University Faculty of Economics and Administrative Sciences, Departments of Business Administration)

Abstract

Advances in information and communication technologies are not only offering new marketing channels to companies but also significantly influencing the ways in which companies conduct their businesses and marketing activities. This paper analyses the possible significant impacts of mobile phone technology developments on marketing, and offers insights into mobile commerce and mobile marketing, which have not previously been investigated in Turkey. In the survey, mobile phone users' attitudes towards mobile commerce and mobile marketing and their intentions to benefit from mobile phones are searched. The empirical results show that the mobile phone users' adoption of mobile shopping is low, and apart from mobile shopping, mobile phone users have positive attitudes towards mobile advertising, entertainment, discount coupons and mobile marketing. Moreover, the demographics characteristics (age, income, occupation and employment) of mobile phone users who have more positive attitudes towards mobile marketing tools are determined and managerial implications and recommendations are also given to increase mobile commerce and marketing adoption rates.

Suggested Citation

  • Suleyman Barutcu, 2008. "Consumers’ Attitudes Towards Mobile Marketing and Mobile Commerce in Consumer Markets," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 8(1), pages 15-32.
    • Handle: RePEc:ege:journl:v:8:y:2008:i:1:p:15-32
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    Citations

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    Cited by:

    1. Fazal ur Rehman & Shabir Hyder & Sadaqat Ali, 2015. "A Qualitative Approach to Analyze Marketing Communication Based on AIDA Model," Information Management and Business Review, AMH International, vol. 7(5), pages 44-54.
    2. Emad Naji Isaid & Mohd. Nishat Faisal, 2015. "Consumers’ Repurchase Intention Towards a Mobile Phone Brand in Qatar: An Exploratory Study Utilizing Theory of Reasoned Action Framework," Global Business Review, International Management Institute, vol. 16(4), pages 594-608, August.
    3. Amit Shankar & Biplab Datta, 2018. "Factors Affecting Mobile Payment Adoption Intention: An Indian Perspective," Global Business Review, International Management Institute, vol. 19(3_suppl), pages 72-89, June.

    More about this item

    Keywords

    Mobile Commerce; Mobile Marketing; Consumer Behavior;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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