The attitudes of university students towards mobile advertising and a research

The quick penetration of mobile devices among the population thanks to the recent technological developments, created various opportunities and competition for the marketers to reach their potential customers. From now on, the companies also consider this medium while developing their marketing strategies. Even though mobile advertising can generally be done through SMS, MMS and mobile internet, the most preferred way is SMS due to the fact that all phones can receive and send text messages. Yet, in order for this medium to be effective, it has become important to detect the attitudes of consumers towards these ads. In this context, it is aimed to determine the differences in the attitudes of university students towards SMS ads with respect to their socio-demografic characteristics while also analyzing their attitudes.