Author
Özgüven, Nihan
Subject
Advertising, Basic needs, Communication, Consumers, Marketing, Mobile phones, Technological change
Type
Document
Language
Turkish
Digital
No
Manuscript
No
Library
Wesleyan University Library
Library Asset ID
ISSN: 1304-5318
Record ID
cdi_proquest_miscellaneous_1418128404
Library Location
Click for availability
Notes
ABSTRACT IN TURKISH: Teknolojik gelismeler, birçok alanda oldugu gibi pazarlama alaninda da yeni uygulamalarin dogmasina neden olmustur. Yüzyilin en büyük teknolojik gelismesi cep telefonlarinin ortaya çikmasi olmustur. Bugün, cep telefonu kullanimina bakildiginda, artik bireyler için cep telefonu kullanmak lüks olmaktan çikmis, temel bir ihtiyaç haline gelmistir. Cep telefonunun bu kadar yaygin olarak kullanilmasi, isletmelere, pazarlama iletisimi faaliyetleri için yeni bir aracin ortaya çikmasina neden olmustur. Bu yeni pazarlama iletisimi araci mobil reklam olarak tanimlanmistir. Çalismada, öncelikle mobil reklamcilik kavrami ve bu konuda yapilan çalismalardan bahsedilmis, daha sonra tüketicilerin mobil reklamciligi kabullenme araçlari olarak algilanan yarar, içerik, güven, algilanan kontrol ve algilanan özveri degiskenleri ile tüketicilerin mobil reklamciligi kabullenmeleri yani bu konudaki isteklilikleri arasinda iliski kurmak için anket formu olusturulmus, elde edilen veriler AMOS ve SPSS programlari ile analiz edilmistir. Çalisma kapsaminda olusturulan yapisal esitlik modellemesi sonucu, algilanan yarar, içeriksel bilgi, algilanan kontrol, algilanan özveri ve güven ile mobil reklamlari kabullenmeleri arasinda olumlu iliski bulunmustur. // ABSTRACT IN ENGLISH: Technological advances in many fields such as marketing of new applications has led to his forehead. The emergence of mobile phones has been the greatest technological development of the century. Today, considering the use of mobile phones, now has ceased to be a luxury for individuals who use mobile phones, has become a basic need. So widely used as a mobile phone businesses, marketing communications activities have led to the emergence of a new vehicle. This new mobile advertising as a marketing communication tool are defined First of all the studies done on this issue and mentioned the concept of mobile advertising, mobile advertising, then consumers benefit from the perceived acceptance as tools, content, confidence, perceived control and perceived self-sacrifice with the variables that consumers' acceptance of mobile advertising on this issue created a questionnaire to establish a relationship between willingness, The obtained data were analyzed with AMOS and SPSS programs. Created within the scope of work as a result of structural equation modeling, the perceived benefits, contextual information, perceived control, perceived self-sacrifice and a positive correlation was found between trust and acceptance of mobile advertising.
