文章基本信息

标题：SMS Promotion Effects on Consumer Behaviour: A Turkish Case
本地全文：下载
作者：Fehim Duzgun ; Gonca Telli Yamamoto
期刊名称：International Journal of Economics & Management Sciences
电子版ISSN：2162-6359
出版年度：2017
卷号：6
期号：1
页码：1-7
DOI：10.4172/2162-6359.1000397
语种：English
出版社：OMICS International
摘要：Mobile phones brought rapid, extensive, and personal communication to our lives. Parallel to Mobile phone development, Marketers started to consider mobile phone as a marketing tool to reach their consumers. SMS marketing is the most basic and widely used method of mobile marketing since the early days of mobile marketing. Beside of that, Smartphone development changed the Mobile Phone market characteristics and user habits, hence marketing communication methods changed and extended with many alternatives. The question is; after smartphone development, SMS marketing is still affecting consumer behaviour or not? So far, literature has been supporting that SMS marketing is an effective way to reach the consumer and it affects consumer behaviour. In our research, to examine effect of SMS marketing, we have made promotional sales campaign with SMS communication for a smartphone product in Turkey market. We have sent location base SMS through one of the biggest Telecom operator with addressing Operator shops and analysed the consumer behaviour result.
关键词：SMS; Smartphone