Examing the factors affecting young consumers' acceptance of mobile marketing

Nowadays, with the development of technology, mobile phone usage has increased rapidly and mobile marketing applications have gained importance. In the World, young people constitute a significant proportion of the use of mobile services throughout the country. Therefore, Turkey's mobile phone market is growing rapidly and mobile marketing applications have become a necessity for businesses. The purpose of this study is to examine youth consumer's use of mobile marketing applications, the relationship between risk acceptance, personal attachment, providing information, accessing content, sharing content, mobile marketing acceptance, attitude and perceived usefulness. The sample of the study consists of individuals between the ages of eighteen and thirty-five living in Turkey. In the study, the features and activities of mobile marketing are discussed from a general perspective. In this context, the effects of risk acceptance, perceived usefulness and personal attachment on providing information, sharing content and accessing content, the effects of providing information, content sharing and accessing content on attitude, and finally the effects of attitude on mobile marketing acceptance were examined. According to the research results, risk acceptance is positively related to providing information, sharing content and accessing content. Perceived usefulness was found to be positively related to providing information and accessing content, but had a negative impact on sharing content. While personal attachment has a positive impact on sharing content and accessing content, it has a negative impact on providing information. Similarly, the content of providing information and accessing content has a positive effect on attitude, but sharing content has been found to have a negative effect on attitude. Finally, attitude was found to have a positive relationship on mobile marketing acceptance. This study can make important contributions to decision makers regarding the factors affecting young consumers' mobile marketing practices.