Özet:

Nowadays, the technological changes are quite closely related to both manufacturers and consumers. Especially, the introduction of the Internet and the emergence of mobile communications in all aspects of life led to the emergence of new applications of mobile content. Rapid changes in mobile communication technologies have led to changes in firms' marketing strategies. Now that everyone has a mobile phone and carry it any time and anywhere, the companies have been forced to include tools with mobile content in their marketing practices. Thus, mobile phones have transformed as not only a tool facilitating the users’ communication but also paving the way for the emergence of concepts such as mobile marketing, mobile ads and SMS ads. Therefore, this study aims to determine consumers' attitudes towards retailers’ mobile marketing applications. For this purpose, a questionnaire was was applied among the consumers in the center of Aydın Province. The results were analyzed with SPSS 17 software

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