The effect of mobile marketing on consumer behavior: Y-generation example

With the developing technology, there are changes in the field of marketing as well as changes in all areas of life. Especially, companies' application to mobile technologies in their marketing activities reveals the concept of mobile marketing. While these companies want to deliver their information about their products to the most appropriate consumer groups in the right place at the right time and with minimum cost, they also want to receive the same level of feedback from consumers. For this purpose, they actively use mobile marketing tools, and this provides advantages for both the company and the consumer. In this study, the effect of mobile marketing tools on consumer behavior is investigated by structural equation modeling. Research hypotheses were tested using 553 survey data compiled over university students. Descriptive statistics, reliability analysis, exploratory factor analysis with SPSS program; Confirmatory factor analysis and SEM analysis were performed with the LISREL program. According to the results, the permission factor in SMS was not significant, and the reward and incentive, benefit in SMS, interest and loyalty, the permission in application notifications, benefit in application notifications and current mobile applications factors were found significant in purchasing behavior at 0.05 error level.