Understanding Consumer Attitudes Toward Mobile Advertising and Its Impact On Consumers’ Behavioral Intentions: A Cross-Market Comparison Of United States and Turkish Consumers
International Journal of Mobile Marketing, vol.4, no.2, pp.43-51, 2009 (Peer-Reviewed Journal)
- Publication Type: Article / Article
- Volume: 4 Issue: 2
- Publication Date: 2009
- Journal Name: International Journal of Mobile Marketing
- Journal Indexes: Other Indexes
- Page Numbers: pp.43-51
- Istanbul University Affiliated: No
Abstract
This study reveals and measures the attitudes of United States and Turkish consumers toward mobile advertising applications which are experienced or about to be experienced in the short term as companies make further investments and plans for using mobile marketing applications. The correlation of these attitudes with consumers’ behavioral intentions is examined. The results of the independent sample t-test Show that the attitudes of Turkish and United States respondents are different regarding mobile advertisements; United States attitudes are more positive than Turkish attitudes. The results of the Pearson correlation analysis show that there is a positive correlation between these two constructs.