SMS promotion effects on consumer behaviour: A turkish case
Küçük Resim Yok
Tarih
2017
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Hilaris
Erişim Hakkı
CC0 1.0 Universal
info:eu-repo/semantics/openAccess
info:eu-repo/semantics/openAccess
Özet
Mobile phones brought rapid, extensive, and personal communication to our lives. Parallel to Mobile phone development, Marketers started to consider mobile phone as a marketing tool to reach their consumers. SMS marketing is the most basic and widely used method of mobile marketing since the early days of mobile marketing. Beside of that, Smartphone development changed the Mobile Phone market characteristics and user habits, hence marketing communication methods changed and extended with many alternatives. The question is; after smartphone development, SMS marketing is still affecting consumer behaviour or not? So far, literature has been supporting that SMS marketing is an effective way to reach the consumer and it affects consumer behaviour. In our research, to examine effect of SMS marketing, we have made promotional sales campaign with SMS communication for a smartphone product in Turkey market. We have sent location base SMS through one of the biggest Telecom operator with addressing Operator shops and analysed the consumer behaviour result.
Açıklama
Anahtar Kelimeler
SMS, Smartphone, Mobile phone, Sales, Marketing, Promotion, Mobile marketing, SMS marketing, Purchase behaviour, Nicosia model
Kaynak
International Journal of Economics & Management Sciences
WoS Q Değeri
Scopus Q Değeri
Cilt
6
Sayı
1
Künye
Düzgün, F. ve Yamamoto Telli, G. (2017). SMS promotion effects on consumer behaviour: A turkish case. International Journal of Economics & Management Sciences, Hilaris. 6(1), s. 1-7.
