Examining the Attitudes Towards Mobile Advertising Messages: A Field Research on Turkish Consumers

Abstract

The purpose of this study is to examine consumers' attitudes towards mobile advertising messages. In order to achieve this purpose, a survey was conducted on consumers in Yalova and Kastamonu cities of Turkey. Empirical findings show that informativeness, permission advertising, boredom, word of mouth communication, affection, and reliability are determined as the main factors that explain the consumers' attitudes towards these messages. Additionally, some of these factors vary with some demographic variables. The findings provide insights for both academics and practitioners working on this area.