مقاله انگلیسی رایگان در مورد نگرش مشتری نسبت به تبلیغات پیامکی – الزویر 2016

1. Introduction

2. Material and Method

3. Findings

4. Conclusion

References

The use of mobile phones and the Internet has been increasing rapidly with the continuous developments in technology. This increase helps businesses have a more interactive relationship with their customers both increasing the customer satisfaction and the quality of the organizations. Especially, short message services are of importance to maintain the customer relations. The focus of communication has turned to mobile technologies with the availability of the Internet in mobile devices. Thanks to these developments in technology, businesses have begun to focus on mobile marketing in order to reduce the costs and address more people than before. In addition, whether they are positive or negative, the attitudes of customers can have a certain influence the reputation of the companies. This study aims to examine the attitudes of the college students at Trakya University, Kesan Yusuf Capraz School towards the sms marketing advertisements and the differences stemming from their ways of life.

Introduction

Thanks to technology being an important part of olur lives, the number of products used in daily and business life has increased greatly. Therefore, the competence between companies has been gainin pace. Companies making use of technologies intensively and new advertising tools have set their sight on reducing costs and reaching larger masses. Especially, with the use of mobile phones as an advertising tool, text messages sent to consumers have introduced a new advertising concept (Waldt et al, 2009). Stunning developments in mobile communication technologies have led to changes in forms of communication with consumers creating new platforms for business-consumer interactions (Bauer et al, 2005; Shankar & Malthouse, 2007; Sultan & Rohm, 2005). These platforms are a lot of preferred by consumers. Especially advances in mobile phone technology, for businesses to reach potential customers and developers has created a new communication channel (Muk, 2007a: 177) Mobile phones and other personal and portable digital devices have almost turned into a basic need for young and young-adult consumers especially (Gong and Li, 2008; Sultan et al, 2010) Accordingly, their ads mostly technology companies entered into the action of making it through sms. Compared with the majority of traditional media ads, mobile ads becoming more affordable to the wishes of the consumer and consumer in terms of the development of relations is more superior. (Xu et al 2008: 711). For that reason, by using mobile devices for marketing, companies can reach to their costumers without much difficulty compared to other communication tools. SMS ads have gained importance as they can be customized according to place, time and interests of consumers (Scharl et al, 2005).