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Journals / Sosyal Bilimler Araştırma Dergisi / 2023 / Cilt: 12 Sayı: 9

Investigation of Factors Affecting Consumers' Reactions to SMS Advertising

Tüketicilerin SMS Reklamlarına Karşı Tepkilerini Etkileyen Faktörlerin İncelenmesi

Görkem ERDOĞAN
Pages
1073–1080
Publication Date
2023-09-07
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

According to the results of the research, utilitarian values, social impact and message clarity affect consumers' intention to receive SMS advertisements.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:In this study, it is aimed to examine the factors affecting the behavioral responses of consumers to SMS advertising.
📊
Key Findings & Data:The population of the research consists of people who are 18 years old and live in Ankara.
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Conclusion & Impact:According to the results of the research, utilitarian values, social impact and message clarity affect consumers' intention to receive SMS advertisements.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:SMS Reklamcılığı · Mobil Reklamcılık · Mobil Pazarlama

Abstract

In this study, it is aimed to examine the factors affecting the behavioral responses of consumers to SMS advertising. The population of the research consists of people who are 18 years old and live in Ankara. The data in this study have been obtained by face-to-face survey method. The data gathered in the study have been collected from 226 participants through convenience sampling method. According to the results of the research, utilitarian values, social impact and message clarity affect consumers' intention to receive SMS advertisements. In addition, the intention to receive SMS advertisements has a positive effect on consumers' reactions to SMS advertising. No significant relationship was found between trust and consumers' intention to receive SMS advertising.

Özet

Bu çalışmada tüketicilerin SMS reklamlarına karşı davranışsal tepkilerini etkileyen faktörlerin incelenmesi amaçlanmaktadır. Araştırmanın evrenini Ankara’da yaşayan ve 18 yaşında büyük insanlar oluşturmaktadır. Bu çalışmada veriler, yüz yüze anket yöntemi ile elde edilmiştir. Çalışmada elde edilen veriler, kolayda örnekleme yöntemi yoluyla 226 katılımcıdan toplanmıştır. Araştırma sonuçlarına göre faydacı değerler, sosyal etki ve mesaj netliği tüketicilerin SMS reklamı alma niyetini etkilemektedir. Ayrıca SMS reklamı alma niyeti, tüketicilerin SMS reklamlarına karşı tepkileri üzerinde olumlu etkisi bulunmaktadır. Güven ile tüketicilerin SMS reklamı alma niyeti arasında anlamlı bir ilişki tespit edilmemiştir.

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Cite This Article

ERDOĞAN, G. (2023). Investigation of Factors Affecting Consumers' Reactions to SMS Advertising. Sosyal Bilimler Araştırma Dergisi, Cilt: 12 Sayı: 9, 1073–1080. https://ajindex.com/articles/961445

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