An investigation of SMS ads in terms of perceived value, attitude and buying behavior

In this study, the effect of university students' attitudes towards SMS advertising on purchase behavior is aimed to be measured. At the present day, in which communication technologies are improving rapidly, the increasing features of mobile phones in parallel with the rise in number of mobile phone users have brought new marketing applications along. Accordingly, the usage of Short Message Services (SMS) as a strategic mobile marketing channel for approaching potential consumers is increasing the importance of this study. Mobile marketing and importance of mobile advertising are explained in conceptual analysis section and hypotheses, which are formed in accordance with the model of the research, are tested with Regression Analysis in application section of the study. In the study, perceived advertisement value is measured based on the factors of informativeness, entertaining, credibility and irritating. Regression analysis results indicate that these factors significantly affect the attitudes towards SMS advertising. Furthermore, the factor of permission is also defined as another important variable and it is determined that the general attitude has significant effect on purchase behavior. Keywords: Mobile marketing, Mobil advertising, SMS advertising, Permission marketing