The effect of mobile marketing on consumer purchasing behaviors in the COVID-19 period: A study in the banking sector

Covid-19 virus emerging today; Due to its contagiousness and lack of treatment, it has caused our lifestyle to change significantly in multiple areas. From the way we do our own work, to fulfilling our daily responsibilities, to planning or managing finances, the entire world has had to embrace digital technologies. The rapid change in mobile communication technologies has a great role in the development, change and diversification of the marketing strategies of the enterprises. With the widespread use of mobile communication tools, businesses have given more importance to mobile marketing. Mobile marketing encompasses all activities that connect advertisers to consumers via mobile devices and networks. Mobile devices include phones, media devices, portable game consoles, tablet computers and of course devices that function as all of the above. Banking is one of the sectors that actively use mobile marketing applications. Because mobile marketing and mobile advertising tools are indispensable for banks that want to be in constant communication with their customers and reach potential customers quickly and effectively. The recent use of mobile channels as a marketing option in banking makes it important to conduct research on the subject. In this study, it was aimed to determine the effect of mobile banking on the purchasing behavior of individuals and the changes in the mobile marketing perceptions of the individuals in the Covid-19 period. A total of 382 individuals, 187 (49.0%) women and 195 (51%) men, aged between 18-51 and over, residing in Turkey between November 2020 and March 2021, were included in the study. Since the distribution of the questionnaires within the targeted time interval in the study coincided with the COVID-19 PANDEMI period, an online questionnaire was applied. Questionnaire data were analyzed with SPSS 24 program. Mobile Marketing Perceptions Scale and Mobile Banking Scale questionnaires were applied to determine the socio-demographic characteristics of the individuals participating in the study as well as their perceptions towards mobile marketing and mobile banking applications. As a result of the analysis, it was determined that the participants were undecided in their perception of mobile marketing applications, but they were determined to use mobile banking applications.