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Yayın An evaluation of consumer intention to participate in mobile advertising and an empirical study conducted in İstanbul(Işık Üniversitesi, 2007) Yücel, Yasemin; Ferman, Ali Murat; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora ProgramıMobile services provide companies with a strong marketing potential, because mobile technologies enable brands to have a direct communication with consumers, regardless of time and place. Therefore, mobile marketing brings about a variety of opportunities for marketers. New digital marketing channels like Internet and mobile telephony lead to interactive and personalized content and context in marketing messages so, considering marketing communications, these channels offer a unique opportunity to reach consumers. High market penetration of mobile phones and the emergence of high speed mobile network technologies have attracted advertising industry and using of mobile medium as a marketing communication tool has been increasing. Marketing communications were highly influenced by recent developments in technology and the gradual transformation from mass marketing to targeted marketing. Besides the Internet, mobile medium presents important advertising opportunities Mobile marketing has been an issue of interest for both academics and practitioners. Moreover, the number of companies investing in mobile marketing campaigns is increasing. However, in spite of the increasing attention from both academics and practitioners, there is little academic research conducted on this topic and yet, the nature and implications of the mobile channel are not fully understood. Considering the potential of mobile media, it is interesting to understand the relation between consumer's attitude towards mobile marketing and mobile marketing efforts In this context, this research aims to help understanding this relation and it examines the factors which affect the acceptance of mobile advertising from consumers' perspective. Mobile marketing stands for the use of SMS, MMS, client applications and other interactive multimedia methods as being marketing media in both pull and push type campaigns. Because of insufficient definitions of mobile advertising and mobile marketing terms create ambiguity in literature and, various terms seem to refer to the same phenomenon, it is important to highlight that above mentioned type of activities are investigated under the scope of mobile advertising campaigns in this study. The study aims to investigate the appreciation of mobile advertising by consumers. Besides, another intention of the research is to cues about mobile marketing, positioning with mobile advertising, evaluation of the concepts, potentials, boundaries and finally the critical success factors from the customer acceptance point of view. This study makes two contributions to the literature: Firstly, assessing previous studies in the field, the study proposes a conceptual research model of consumer intention to join mobile advertising campaigns. The literature was surveyed to provide a benchmark for better understanding the phenomena and deriving the theoretical framework for the proposed research in Chapter 1 and Chapter 2. Secondly, the model is tested by empirical data obtained from Turkish mobile market. Mobile market in Turkey has experienced 60% mobile phone penetration; three active mobile operators with around 250 service provider partners operate in the market and population is predominantly young in Turkey. Additionally, 3G (3rd Generation) network licenses tender that is planned to be hold on 7th of September; 2007 will allow 5 operators who will serve wide band services including advanced mobile advertising campaigns. These facts imply that Turkish mobile market has a huge potential for mobile marketing activities and mobile advertising campaigns. A model of consumer intention to participate in mobile advertising is developed in the Chapter 3 of this study, along with a number of associated hypotheses and Chapter 3 also includes the testing of the model and findings are presented, with managerial implications and suggestions for future studies. Conclusions are provided in Chapter 4. The results of the study will provide various managerial insights to enlighten both contemporary and future cases of mobile advertising medium as an emerging one-to-one marketing channel. Findings give insights about influential factors on customer intention to participate in mobile advertising campaigns. The results might be helpful for those who take part in Turkish mobile advertising value chain, such as mobile marketing agencies, mobile marketing advertisers, mobile operators, and service providers etc. in clearly understanding antecedents of successful mobile advertising campaigns. This study will be beneficial for brands willing to be more active in direct marketing and mobile operators who are actively involved in mobile marketing campaigns, in understanding the degree of consumer response to mobile marketing campaigns and in determination of campaign types which are more desirable for consumers to participate.
