Open AccessHow to Increase the Participation of Customers to Location-Based Mobile Marketing: The Case of an Emerging Country Turkey
Author(s) -
Burak Kir,
İpek Altinbaşak Farina
Publication year - 2016
Publication title -
international journal of management and information technology
Language(s) - English
Resource type - Journals
ISSN - 2278-5612
DOI - 10.24297/ijmit.v11i5.4687
Subject(s) - mobile marketing , business , marketing , personalization , order (exchange) , service (business) , digital marketing , location based service , marketing research , mobile service , advertising , computer science , telecommunications , finance
Location-based service is a rapidly growing mobile service group in the mobile technology world. Upon their permissions, location information of consumers can be used to provide them with marketing-related messages and information. However, certain factors have to be considered in order to increase consumers’ willingness to participate in location-based marketing activities. In this article, those factors have been investigated in an merging country, namely Turkey.After a thorough literature review on mobile marketing, location-based mobile marketing and relevant areas topics discovered have been checked with mobile marketing professionals in Turkey through in-depth interviews. A model has been proposed covering factors that affect mobile marketing and a scale has been developed. Statistical analyses were performed using the data collected from 364 surveys. As a result, personal innovativeness, personalization, permission, perceived ease of use, mobile marketing experience, perceived usefulness and perceived trust have proven to have an effect on the intention of consumers to participate in location-based mobile marketing.