Measuring the consumers attitude to mobile advertising: A sample of Erzincan Binali Yıldırım University

Businesses go into the effort of presenting their goods/services at lower costs and benefitting from marketing applications to evaluate the consumers view on goods/services they present. One of these marketing applications is the mobile advertising application. In this study, a poll was conducted to academics working in Erzincan Binali Yildirim University about their attitudes to mobile advertising. The poll consists of two scales; attitudes to mobile advertising with demographic features and buying behaviors. Some descriptive statistics, normality analysis, reliability analysis, factor analysis, Mann-Whitney U Test – a nonparametric test-, and Kruskal Wallis H Test were applied to the obtained data. As a result of factor analysis it was determined that scale for attitudes to mobile advertising consisted of two factors; reliability-cogency and interest, also buying behavior scale consisted of two other factors; ease and benefit. It was found that the effects of reliability-cogency, ease and benefit factors were higher on women than men. Significant differences were found among academics' titles in terms of ease factor. Significant differences were found among academics ages in terms of benefit factor. Significant differences were not found in any factors in terms of academics marital status and income. The answerers of the poll stated that they find advertising messages to their phone partly reliable, these messages also increase their interest in the sending firm and dependence on the brand. Further, they partly agreed that these messages are funny. What is more, they also indicated the followings; they do not agree that they can both do shopping and have fun while shopping via mobile devices, they do not want to receive advertising messages about the products they are interested in, they could not learn the product details with ease while shopping and they are not informed about all promotions.