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Yayın Factors affecting consumer attitude in permission based mobile marketing: an empirical study for Turkey(Işık Üniversitesi, 2008) Tetik, Hakan; Cengiz, Emrah; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora ProgramıThis dissertation studies mobile marketing, the permission and user attitude for acceptance of mobile services by consumers accessed mainly by mobile phones. The objective is to analyze the factors affecting consumer attitude in permission based mobile marketing, which shall help extending the use of mobile services. The model, based on four research hypotheses, indicates that consumer attitude in permission based mobile marketing is mainly driven by four factors; Usability; is explaining the behavior of the consumer from usability point of view. The offer in the message should be delivered on the right time at the right place. It should be useful for the consumer it should not be recognized as ''a spam'' and the consumer attitude in mobile marketing may increase. Acceptance; is explaining the behavior of the consumer from acceptance point of view. Consumer's perceived risk to share their information should be ''low''. Offers in the message should not ask for detailed personal information. Remembrance; is explaining the behavior of the consumer from remembrance point of view. The probability for the consumer to remember any kind of offers made in the past may related to the ''differentiation'' of the offer itself and the value proposed to the consumer. Even if the consumer will not participate in a mobile marketing immediately, the attitude of her may increase later on according to this factor. Interaction; is explaining the behavior of the consumer from Interaction point of view. Consumer's attitude in permission based mobile marketing may a part of their social behavior which is mainly affected from their environment. A consumer from the youth segment using mobile phones as a life style may be more inclined towards. The use of the aforementioned four factors in one model differs from the work of other scholars. The factor remembrance is analyzed the first time in literature. The findings provide several conceptual and managerial insights into the role of mobile advertising today and in the near future.
