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Abstract


Consumer Attitude For Mobile Advertisements

The aim of the study is to measure the attitude of mobile consumers using mobile phones towards mobile advertising. The consumer's attitude towards mobile advertising in the scale was measured in the sub-dimensions of usefulness, disturbance, price, trust and legal regulations. Quantitative research method was used as a method of data collection. Survey tool was chosen as a quantitative data collection tool. The survey form was prepared with the “Google Drive Form” application. A total of 406 available questionnaires were included in the study. The results of the survey were analyzed using SPSS program. At the end of the study, it was found that the attitude of the consumers was below the average in terms of usefulness, disturbance, confidence and price dimensions; that is, they have a negative attitude in these dimensions. Consumer attitudes are slightly above average in legal regulations. So the consumer is considering the necessity of legal regulations.The consumer's attitude towards mobile advertising in general is negative.The consumer's attitude towards mobile advertising in general is negative.



Keywords
advertising, internet advertising, mobile advertising, consumer attitude



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