Acceptance of mobile advertisements: A research on generations X, Y and Z

This study aims to find out whether there are differences between the attitudes that affect the acceptance of mobile advertisements by the consumers in the X, Y and Z generations. The fact that the data obtained from the research will benefit the literature and the advertising sector constitutes the original value of the research. The population of the research consists of consumers in X, Y and Z generations who use mobile devices (cell phones, tablets, etc.) living in Turkey. The research sample consists of consumers in X, Y and Z generations who use mobile devices (cell phones, tablets, etc.) living in Trabzon. While Generation X consists of individuals born between 1965-1979, Generation Y consists of individuals born between 1980-1999, Generation Z consists of individuals born after 2000. Convenience sampling method was used to achieve the targeted purpose. It refers to the age range of Generation X (43-57), Generation Y (23-42), Generation Z (18-22). In the city center of Trabzon (Ortahisar), a face-to-face questionnaire was applied to 600 consumers who volunteered to participate in the research, 200 of which were members of Generation X, 200 of Generation Y, and 200 of Generation Z. The questionnaires filled in incorrectly by the participants were eliminated from 600 questionnaires, and 528 questionnaires were analyzed. As a result of the analysis, it was determined that the factors affecting the approval/acceptance of mobile ads showed significant differences according to the generations on the factors of perceived benefit, contextual knowledge, perceived dedication and trust.