Mobile marketing and the perception of university students on the mobile marketing: A research on the university students who live i̇n Nazilli

AUTHOR: Abdurrahman GİDER TITLE: MOBİLE MARKETİNG AND THE PERCEPTİON OF UNİVERSİTY STUDENTS ON THE MOBİLE MARKETİNG: A RESEARCH ON THE UNİVERSİTY STUDENTS WHO LİVE İN NAZİLLİ. ABSTRACT Today, technology has grown too fast so we are influenced by these advances day to day. Particularly, mobile devices such as mobile phones, laptops, tablet PCs, smart phones have been indispesable role in our lives. The majority of consumers, with technological advances, especially those that use technology effectively are using mobile devices in the same efficiency. Shopping, financial transactions, to up date daily news as well as communications has been faciliated through these devices. Especially due to having mobile phones, and constantly keeping it open allows brands and content providers to reach the target population anytime and anywhere. Companies begin to use mobile marketing approches because they aimed getting faster feedbacks, evaluating thoughts of consumers about the products, and giving right messages to individuals in right place and time. İn this context, accessing intended younger population which are more particularly include university students, determinetion of their ideas, the sinergy between these two sides and efficiency of this channel deserve investigation due to its importance. İn this research, term of mobile marketing and perception of conumers on mobile marketing have been investigated. Therefore, young people who are the core of the intended population for mobile marketing were dissected. Higher education and faculty students who live in Nazilli county of Aydin city were choosen as a main mass of the for conducting the study. According to data that were collected from surveys that were implemented on 650 students, students have postive point of view regarding mobile advertisements and these type of adds have an effective role in buying attitudes of students. Also the other main results were that students find mobile adds relatively entertaining, reliable, pleasuable, practicable and informative KEYWORDS Mobility, Mobile Marketing, Mobil Advertising, Consumer Perceptions