SMS Reklamlarına Yönelik Tüketici Tutumları
Yıl: 2009 Cilt: 5 Sayı: 4 Sayfa Aralığı: 5 - 17 Metin Dili: Türkçe İndeks Tarihi: 29-07-2022
SMS Reklamlarına Yönelik Tüketici Tutumları
Öz: Mobil telefonların kullanımındaki hızlı artış, hem pazarlamacılar hem de reklamcılar için yeni bir mesaj aktarım platformu yaratmıştır. Mobil telefonların popülerliğindeki artış ile beraber, Kısa Mesaj Hizmetleri (SMS) potansiyel tüketicilere ulaşmada daha da önemli bir hale gelmiştir. Bu çalışma SMS reklamlarına yönelik tutumları etkileyen faktörler olarak eğlendiricilik, rahatsız edicilik, güvenilirlik ve bilgilendiricilik faktörlerini temel almıştır. Regresyon analizi sonuçları göstermektedir ki, tüm bu faktörler SMS reklamlarına yönelik tutumları etkilemede anlamlı faktörlerdir ve eğlendiricilik en önemli faktördür. Ayrıca SMS reklamı gönderimine yönelik alıcının ön izni, genel tutumu etkileyen önemli bir değişkendir.
Anahtar Kelime: Konular:
Consumer Attitudes Toward SMS Advertising
Öz: The rapid increase of the use of mobile phones has created new delivery platforms to both marketers and advertisers. As the popularity of mobile devices increases, Short Messaging Service (SMS) has become more important to access potential customers. This study examines entertainment, irritation, credibility, and informativeness variables as the indicators of attitudes toward SMS advertising. According to the Regression analysis all these variables are significant indicators for the attitudes toward SMS advertising and entertainment variable is most important variable that contributes in explaining attitude (dependent variable) toward SMS advertising. In addition, permission is the other important factor that affects to the general attitudes toward SMS advertising.
Anahtar Kelime: Konular:
Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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| APA | İSPİR N, SUHER H (2009). SMS Reklamlarına Yönelik Tüketici Tutumları. , 5 - 17. |
| Chicago | İSPİR N. Bilge,SUHER H.Kemal SMS Reklamlarına Yönelik Tüketici Tutumları. (2009): 5 - 17. |
| MLA | İSPİR N. Bilge,SUHER H.Kemal SMS Reklamlarına Yönelik Tüketici Tutumları. , 2009, ss.5 - 17. |
| AMA | İSPİR N,SUHER H SMS Reklamlarına Yönelik Tüketici Tutumları. . 2009; 5 - 17. |
| Vancouver | İSPİR N,SUHER H SMS Reklamlarına Yönelik Tüketici Tutumları. . 2009; 5 - 17. |
| IEEE | İSPİR N,SUHER H "SMS Reklamlarına Yönelik Tüketici Tutumları." , ss.5 - 17, 2009. |
| ISNAD | İSPİR, N. Bilge - SUHER, H.Kemal. "SMS Reklamlarına Yönelik Tüketici Tutumları". (2009), 5-17. |
| APA | İSPİR N, SUHER H (2009). SMS Reklamlarına Yönelik Tüketici Tutumları. Selçuk İletişim, 5(4), 5 - 17. |
| Chicago | İSPİR N. Bilge,SUHER H.Kemal SMS Reklamlarına Yönelik Tüketici Tutumları. Selçuk İletişim 5, no.4 (2009): 5 - 17. |
| MLA | İSPİR N. Bilge,SUHER H.Kemal SMS Reklamlarına Yönelik Tüketici Tutumları. Selçuk İletişim, vol.5, no.4, 2009, ss.5 - 17. |
| AMA | İSPİR N,SUHER H SMS Reklamlarına Yönelik Tüketici Tutumları. Selçuk İletişim. 2009; 5(4): 5 - 17. |
| Vancouver | İSPİR N,SUHER H SMS Reklamlarına Yönelik Tüketici Tutumları. Selçuk İletişim. 2009; 5(4): 5 - 17. |
| IEEE | İSPİR N,SUHER H "SMS Reklamlarına Yönelik Tüketici Tutumları." Selçuk İletişim, 5, ss.5 - 17, 2009. |
| ISNAD | İSPİR, N. Bilge - SUHER, H.Kemal. "SMS Reklamlarına Yönelik Tüketici Tutumları". Selçuk İletişim 5/4 (2009), 5-17. |
