The effect of competition of mobile marketing applications on the company and market performance

Developments in information and communication technologies create significant marketing opportunities for companies. One of the latest technological developments affecting the marketing activities of companies is the use of mobile communication as a marketing communication channel. In the process of introducing goods, services and ideas, this situation has increased the importance of ı Mobile Marketing bu which can be defined as marketing communication with target customers. Tornatzky and Fleischer (1990) contributed to the successful implementation of companies and organizations by developing technology, organization and environment contexts that consisted of three key determinants of organizational adoption. In this study, the adoption of mobile marketing applications in technology and organizational context of firms explains the effect of firm and market performance. The findings were analyzed using factor analysis, correlation and structural equation model. Keyword (s): Mobility, Mobile Communications, Mobile Marketing, Adoption of Mobile Marketing, Performance