Mobile coupons in mobile marketing a study on generation y

With the emergence of smart devices and the technological development in the world, mobile marketing has turned into an increasing amount of investment activities of enterprises all over the world as a brand new channel. Today, marketing activities are carried out in mobile environments, where businesses trying to adapt to the rapidly developing world and consumers who follow this closely interact with it the most. Today, businesses affect the instant buying behavior of consumers by making their marketing activities mainly mobile coupons. A minimal amount of work has been done to determine more or less the effects of mobile coupons on millennials, who are also risk-taking and active in mobile environments, and in what direction or how much. The aim of this study is to examine the impulse buying behavior of millennials while using mobile coupons and to examine the mediating role of perceived risk between mobile coupon usage and impulse buying. Millennials' impulse buying behavior causes the individual to adopt an instant purchase method when encouraged by mobile marketing tools, one of which is mobile coupons. For this reason, this study also measures the behavior of millennial consumers in the use of mobile coupons and in the environment of perceived risks. In this study, structural equation modeling was applied to 420 individuals in the Y generation and the research data were obtained by convenience sampling method. The results show that mobile coupons positively affect the impulse buying behavior of generation Y consumers. As a result, it has been seen that mobile coupons have an effect on consumer behavior. It has been observed that the mediating role of risk perception is also effective on this relationship. Therefore, businesses can use mobile coupons to gain customer loyalty, win back customers, gain new customers and increase sales