Mobile marketing in banking and its effect on consumer purchasing decision

Our research, involving 402 participants, revealed that the majority exhibit a negative attitude towards mobile advertising messages. The study examined the impact of demographic factors like gender, age, educational background, profession, and income level on mobile advertising. The analysis showed significant variations in mobile advertising attitudes across different age groups, whereas no substantial differences were found concerning gender, education, and income levels. Additionally, the participants' preferred banking methods and bank choices were analyzed to assess their influence on mobile advertising effectiveness. The findings indicate a certain relationship between mobile advertising and the participants' banking preferences and transaction methods, though not significantly affected by demographic characteristics. Geographical location, specifically whether participants lived in urban or rural areas, also influenced the impact of mobile advertising, with those in rural areas showing a higher influence. Our study provides a comprehensive analysis of mobile advertising and consumer behavior in Turkey, contributing significantly to the existing literature in this field. The results suggest that enhancing the effectiveness of mobile advertising requires considering not only demographic factors but also geographical and behavioral attributes.