Publication: The ımpact of mobıle marketıng on young consumer attıtudes and permıssıon marketıng effect
Abstract
Günümüzde mobil pazarlama insanlara ulaşmanın yeni ve alternatif bir yoludur. Cep telefonları pazarlamacıların istediği en büyük katkılardan birini gerçekleştirmiştir; mevcut ve potansiyel müşteriler ile her an ve her zaman ulaşabilmek. Esasen, kişiselleştirilebilen ve özelleştirilebilen yapısı sayesinde mobil platform müşterilere tamamıyle farklı nitelikte bir tecrübe sunmaktadır. En değerli yanı ise şirket-müşteri etkileşimini sağlayarak müşteri ilişkilerini geliştirmesi ve diğer kanallar ile ulaşılamayacak düzeyde kullanıcı lokasyon bilgilerini verebilmesidir (Barutçu, 2007; Scharl et al. 2005; Bauer and Barnes, 2005). Bluetooth, 3G teknolojisi, uygulamalar, sosyal medya, QR kodları gibi pek çok inovasyon mobil teknolojilerin gelişmesini; hatta mobil pazarlamanın markalar için en etkili kanallardan biri olmasını sağlamakla beraber (Kautonen et al., 2007; Eren, 2008) teknoloji seven genç kuşak müşteriler için en çekici kanallardan biri olmasını sağlamıştır (Taylor et al., 2011). Bahsi geçen genç kuşak müşterilerin iletişim ve sosyal hayatı yüzyüze olmaktan çok tamamıyla e-mail ve mesajlaşma üzerine kuruludur. Ayrıca genç kuşak olarak bilgisayar, laptop, akıllı telefon gibi teknolojilere eğilimlidirler. Tüik (2015) raporuna göre Türkiye nüfusunun % 16.5’I gençtir; burada 12.782.381 gençten söz edilmektedir. Bu sebeple ülkemiz, yabancı menşeili markalar için dikkate değer bir ülkedir. Frito-Lay, Unilever, KFC, Avon ve Adidas gibi lider markalar mobil pazarlama aktiviteleri ile Türkiye pazarında girişimler yapmaktadır. Ancak firmalar mobil pazarlama yaparken kimi zaman müşterilerin mahremiyetine saygı duymamaktadırlar. Bu noktada izinli pazarlama kavramı önem kazanmaktadır. Bu çalışma mobil pazarlama stratejilerinin tüketicilerin satınalma eğilimi ve güveni üzerindeki etkisini ve izinli pazarlamanın bu değişkenler üzerindeki etkisini incelemeyi hedeflemektedir. Araştırmada kullanılan parametreler: (1) içerik: bilgilendiricilik, eğlendiricilik, güvenilirlik ve interaktivite, bilginin faydalılığı ve rahatsız edicilik, (2) kolaylık: kullanım kolaylığı, lokalizasyon ve aynı anda her yerde olma. Tüketici tutumu parametreleri: (3) Kabul eğilimi: erişim/ ulaşım, kabullenme, deneme, benimseme, satınalma (4) Güven: mobil pazarlama aktiviteleri, marka ve firma kullanılmıştır. Etkileşimli değişken olarak (5) tüketici izni kullanılmıştır. Bu hipotezler deneysel olarak Y jenerasyonu örneklemesi ile test edilmiştir. Bu çalışma ile mobil pazarlama araştırmasının teorik etkileri tartışılmış ve pratik öneriler sunulması amaçlanmıştır. Mobil Pazarlama, Mobil Reklamcılık, İzinli Pazarlama, Mahremiyet, Satınalma Eğilimi, Genç Tüketiciler, Güven
Mobile marketing is the new and alternate way to access people. The mobile phone has made a revolutionary contribution towards one of the marketer’s demands; to be able to communicate with current and potential customers and to contact them anywhere and anytime. Mobile platform offers an essentially different type of consumer experience as a personalized and customized communication channel. The unique value of mobile marketing is that it enables both brand-consumer interactivity, consumer engagement and location specificity that cannot be achieved with other approaches (Barutçu, 2007; Scharl et al. 2005; Bauer and Barnes, 2005). Mobile technologies have been developed to the utmost with new innovations such as 3G technologies, Bluetooth, applications, social media, push notifications, QR codes making mobile marketing one of the most efficient channel for brands (Kautonen et al., 2007; Eren, 2008) and most attractive channel for the tech-savvy young consumers or called generation-Y (Taylor et al., 2011). Those consumers’ communication and social life is constantly defined through e-mail or text messages rather than actual face-to-face contact. They also have constant access to modern technology, such as computers, laptops and especially smartphones. 16.5 % of the population in Turkey is tech-savy and young; ages between 14-34 years old; that means 12.782.381 tech-savy young people (Tüik, 2015). So, Turkey is a considerable market in the view of foreign marketers. Leading international brands such as Frito-Lay, Unilever, KFC, Avon and Adidas have already launched campaigns using the mobile marketing tools in Turkey. However, sometimes firms don’t respect the privacy of the customers by their mobile marketing strategies. The concept of permission marketing seems more important at this point. This study attempts to investigate if mobile marketing strategies have an impact on young consumers’ purchase intention and trust towards mobile activities and if the permission marketing has any mediating effect. Contribution of parameters (1) content: innovativeness, credibility, interactivity, entertainment, useful of information, irritation, customization, remembrance and message appeal, (2) convenience: ease-of-use, localization and ubiquity perceived on this study. As consumer attitudes dimensions (3) behavior: access, accept, trial, adopt, purchase intention (4) trust: mobile marketing activities, brand, company are conducted. And the mediating variable is (5) permission. These hypotheses are empirically tested by regression and correlation analyses that are used Y generation as sample in the study. Theoretical implications to mobile marketing research are discussed and practical suggestions are proposed. Mobile Marketing, Mobile Advertising, Permission Marketing, Privacy, Purchase Intention, Young Consumers, Trust
Mobile marketing is the new and alternate way to access people. The mobile phone has made a revolutionary contribution towards one of the marketer’s demands; to be able to communicate with current and potential customers and to contact them anywhere and anytime. Mobile platform offers an essentially different type of consumer experience as a personalized and customized communication channel. The unique value of mobile marketing is that it enables both brand-consumer interactivity, consumer engagement and location specificity that cannot be achieved with other approaches (Barutçu, 2007; Scharl et al. 2005; Bauer and Barnes, 2005). Mobile technologies have been developed to the utmost with new innovations such as 3G technologies, Bluetooth, applications, social media, push notifications, QR codes making mobile marketing one of the most efficient channel for brands (Kautonen et al., 2007; Eren, 2008) and most attractive channel for the tech-savvy young consumers or called generation-Y (Taylor et al., 2011). Those consumers’ communication and social life is constantly defined through e-mail or text messages rather than actual face-to-face contact. They also have constant access to modern technology, such as computers, laptops and especially smartphones. 16.5 % of the population in Turkey is tech-savy and young; ages between 14-34 years old; that means 12.782.381 tech-savy young people (Tüik, 2015). So, Turkey is a considerable market in the view of foreign marketers. Leading international brands such as Frito-Lay, Unilever, KFC, Avon and Adidas have already launched campaigns using the mobile marketing tools in Turkey. However, sometimes firms don’t respect the privacy of the customers by their mobile marketing strategies. The concept of permission marketing seems more important at this point. This study attempts to investigate if mobile marketing strategies have an impact on young consumers’ purchase intention and trust towards mobile activities and if the permission marketing has any mediating effect. Contribution of parameters (1) content: innovativeness, credibility, interactivity, entertainment, useful of information, irritation, customization, remembrance and message appeal, (2) convenience: ease-of-use, localization and ubiquity perceived on this study. As consumer attitudes dimensions (3) behavior: access, accept, trial, adopt, purchase intention (4) trust: mobile marketing activities, brand, company are conducted. And the mediating variable is (5) permission. These hypotheses are empirically tested by regression and correlation analyses that are used Y generation as sample in the study. Theoretical implications to mobile marketing research are discussed and practical suggestions are proposed. Mobile Marketing, Mobile Advertising, Permission Marketing, Privacy, Purchase Intention, Young Consumers, Trust