Attitudes towards mobile advertising - A research to determine the differences between the attitudes of youth and adults

Procedia - Social and Behavioral Sciences

Volumn 24, Issue , 2011, Pages 361-377

  Ünal, Sevtap ^a   Erciş, Aysel ^a   Keser, Ercan ^b  

^a ATATÜRK UNIVERSITY   (Turkey)

^b AGRI IBRAHIM CECEN UNIVERSITY   (Turkey)

Author keywords

Consumer behavior; Mobil advertising

Indexed keywords

EID: 81055139759     PISSN: 18770428     EISSN: None     Source Type: Conference Proceeding    
DOI: 10.1016/j.sbspro.2011.09.067     Document Type: Conference Paper

References (23)

1. Usta, Resul. (2009), Üniversite Öǧrencilerinin Mobil Reklamciliǧa Karşi Tutumlari, Doǧuş Üniversitesi Dergisi, 10, 2, pp. 294-309.
2. Muk, Alexander. (2007), Consumers' Intentions to Opt in to SMS Advertising: A Cross-National Study of Young Americans and Koreans, International Journal of Advertising, 26, 2, pp.177-198.
3. Tsang, Melody M., Ho, Shu-Chun. And Liang, Ting-Peng. (2004), Consumer Attitudes Toward Mobile Advertising: An Empirical Study, International Journal of Electronic Commerce, 8, 3, pp. 65-78. (Pubitemid 38617000)
4. Jun, Jong Woo. And Lee, Sangmi. (2007), Mobile Media Use And Its Impact on Consumer Attitudes Toward Mobile Advertising, International Journal of Mobile Marketing, 2, 1, pp.50-58.
5. Barutçu, Süleyman. and Göl, Meltem Öztürk. (2009), Mobil Reklamlar ve Mobil Reklam Araçlarina Yönelik Tutumlar, KMU İİBF Dergisi, 11, 7, pp.24-41.
6. http://www.bloomberght.com/teknoloji/haber/866188-cepte-mobil-abone- sayisi-5-milyara-ulasti
7. http://www.habersinerji.com/haber/11709/turkiye-dekiceptelefonusayisi. html
8. Kolsaker, Ailsa. and Drakatos, Nikolaos. (2009), Mobile Advertising: The Influence of Emotional Attachment to Mobile Advices on Consumer Receptiveness, Journal of Marketing Communications, 15, 4., pp.267-280.
9. Wong, Mandy M.T. and Tang, Esther P.Y. (2008), Consumers' Attitudes Towards Mobile Advertising: The Role of Permission, Review of Business Research, 8, 3, pp.181-187.
10. Yang, Kenneth C.C (2007), Exploring Factors Affecting Consumer Intention to Use Mobile Advertising in Taiwan, Journal of International Consumer Marketing, 20(1), pp.33-49.
11. Li, Hairong. and Stoller, Brian. (2007), Parameters of Mobile Advertising A Field Experiment, International Journal of Mobile Marketing, 2, 1, pp.4-11.
12. Tetik, Hakan. (2008), Factors Affecting Consumer Attitude in Permission Based Mobile Marketing: An Empirical Study for Turkey, T.C. Işik Üniversitesi, Sosyal Bilimler Enstitüsü, Basilmamiş Yüksek Lisans Tezi, İstanbul
13. Altuna, Oylum Korkut and Konuk, Faruk Anil. (2009), Understanding Consumer Attitudes Toward Mobile Advertising and Its Impact on Consumers' Behavioral Intentions: A Cross-Market Comprasion of United States and Turkish Consumers, International Journal of Mobile Marketing, 4, 2, pp.43-51.
14. Carroll, Amy., Barnes, Sutuart J., Scornavacca, Eusebio. and Fletcher, Keith. (2007). Consumer Perceptions and Attitudes Towards SMS Advertising: Recent Evidence From New Zealand, International Journal of Advertising, 26, 1, pp. 79-98.
15. Chowdhury, Humayun Kabir., Parvin, Nargis., Weitenberner, Christian. and Becker, Michael. (2006), Consumer Attitude Toward Mobile Advertising in An Emerging Market: An Emprirical Study, International Journal of Mobile Marketing, 1, 2, pp.33-42.
16. Barwise, P., Strong, C. (2002), Permission-based Mobile Advertising. Journal of Interactive Marketing, 16, 1, pp.14-24.
17. Xu, David Jingjun. (2007), The Influence of Personalization in Affecting Consumer Attitudes Toward Mobile Advertising in China, Journal of Computer Information Systems, winter 2006-2007, pp.9-19.
18. Okazaki, S., Katsura, A. And Nishiyama M. (2007), How Mobile Advertising Works: The Role of Trust in Improving Attitudes and Recall, Journal of Advertising Research, 42, 2, pp.165-178.
19. Ispir, N. Bilge., Suher, H. Kemal. (2009), SMS Reklamlarina Yönelik Tüketici Tutumlari, Selçuk i̇letişim Dergisi, 5, 4, pp.5-17.
20. Ducoffe, Robert H. (1996), Advertising Value and Advertising on The Web. Journal of Advertising Research, vol.36, no.5, pp.21-35. (Pubitemid 126784851)
21. Rittippant, Nattharika., Witthayawarakul, Jedsada., Limpiti, Patchrabhon. and Lertdejdecha, Nathadej. (2009), Consumers' Perception of the Effectiveness of Short Message Service (SMS) and Multimedia Message Service (MMS) as Marketing Tools, Proceedings of World Academy of Science, Engineering and Technology, 41, pp.815-821.
22. MacKenzie, Scott B. and Lutz, Richard J. (1989), An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context, Journal of Marketing, 53, 48-65.
23. Maneesoonthorn, Chadinee. and Fortin, David. (2006), Texting Behaviour and Attitudes Toward Permission Mobile Advertising: An Emprical Study of Mobile Users' Acceptance of SMS for Marketing Purposes, International Journal of Mobile Marketing, 1, 1., pp.66-72.