Consumer Attitudes Toward Permission-based Mobile Marketing: An Empirical Study for Turkey
Emrah Cengiz and Hakan Tetik
Abstract:
This paper studies mobile marketing and the permission and user attitude for acceptance of mobile services by consumers accessed mainly by mobile phones. The aim of this study is to analyze the factors affecting consumer attitudes toward permission-based mobile marketing (PBMM). The model is built on the feedback received from a survey of 361 Global System for Mobile Communications (GSM) subscribers in Turkey. The survey is consists of several perception factors (Usability, Acceptance, Remembrance and Interaction) that are thought to influence...