The Effect of Mobile Marketing on Consumer Purchasing Behaviors: A Study on University Students

Abstract

Purpose – The aim of the study is to model and test the relationships between the factors that define the attitudes of university students towards mobile marketing and their purchasing behaviors. Design/Methodology/Approach – In the study, convenience sampling method, which is one of the non-probability sampling methods, and a questionnaire, which is one of the data collection tools, were used. Research data were obtained from 480 participants selected from university students by non-probability convenience sampling method. Findings –The results of the research confirm the model that conceptualizes the relationships between the factors of entertainment, informativeness, reliability, permission, reward and incentive, benefit, personality, irritability, interest and loyalty, current mobile marketing practices and purchasing behavior of consumer attitudes. Discussion – Confirming most of the research hypotheses shows the importance of mobile marketing factors influencing consumers' attitudes. If businesses successfully develop trust in consumers, they can enrich their marketing mix using mobile marketing tools.