Consumer Attitudes Regarding Mobile Advertising in Turkey

Abstract

The aim of this study is to examine Turkish consumer perspective so as to explore the attitudes concerning advertising via mobile devices. A detailed literature review was conducted in the fields of mobile advertising, advertising psychology, media management and social psychology in order to provide a theoretical basis for empirical findings in conformity with the objectives of the study. Within the context of methodology, in-depth interviews via e-mails were conducted over twenty two Turkish participants who have been chosen in terms of specified characteristics and demographic features to answer open-ended questions. The collected data was subject to inferential categorization for obtaining individual perceptions, ideas and evaluations in accordance with main objectives of the study. The results of this study showed that, Turkish consumers (as mobile phone users) have mainly negative attitudes and perceptions with respect to mobile advertising. More specifically, the content of mobile advertisements is perceived as distrustful and bothersome by Turkish consumers. Also, the use and the method of mobile advertising are considered as an invasion of privacy. Consequently, effectiveness of mobile advertising is highly based on a detailed investigation of consumer attitudes.