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The Effect Of The Efficient In The Acceptance Of Mobile Advertisement On The Consumer Attitude (Sample Of The Sütçü Imam University)

Technological developments are evolving at an unavoidable pace. In the period we live, this speed takes place in a dizzying state, and undoubtedly, the very dynamic of competition has an effect on this. The world is now more digital and more mobile. The place of mobile phones, which is one of the most common usage tools of this situation, becomes more and more evident day by day. Smarter mobile phones are not only a means of communication, but rather an important device that enables us to access the real and virtual world we live in. Businesses have not missed the opportunity to position themselves in this virtual world, where people have such an important place in their lives and carry with them at any time. From this point of view, people's behavior towards mobile advertisements is very important.

In this study, mobile marketing and mobile advertising are examined conceptually and the studies in the related literature are included. In addition, the relationship and interaction between the factors affecting the acceptance of mobile advertisements of consumers and attitude were examined. The questionnaire form created for this purpose was applied to the academic and administrative staff of Kahramanmaraş Sütçü İmam University and the data obtained were analyzed with the SPSS package program. As a result of the analysis; In terms of some factors and attitudes that affect the acceptance of mobile advertisements, there were significant differences between the groups according to the participants' gender, age, marital status and educational status, and no difference was found according to the income level. In addition, while it was determined that there was a significant relationship and effect between the perception of trust, benefit and control and attitude, which are the factors affecting the acceptance of mobile advertising, there was no relationship and effect between the perception of self-sacrifice and attitude.

Mobile advertising, Attitude,Statistical analysis and applications


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