SMS REKLAMLARININ MARKA TUTUMU VE SATIN ALMA DAVRANIŞI ÜZERİNE ETKİSİ: ÜNİVERSİTE ÖĞRENCİLERİ BAĞLAMINDA DENEYSEL BİR ÇALIŞMA

Mesajlaşmak için SMS teknolojisinin kullanımı azalmakta, yerini mobil anlık mesajlaşma yazılımlarının kullanımına bırakmaktadır. Bu durumda pazarlama profesyonelleri SMS teknolojisinin tüketicilere etkin bir şekilde erişmek açısından değerini koruyup korumadığını sorgulayabilir. Ancak tüketiciler daha az SMS gönderiyor olsa da, cep telefonları hâlâ SMS mesajlarını alma özelliklerini korumaktadır. Bu çalışma, SMS aracılığı ile gönderilen reklam mesajlarının marka tutumu ve satın alma niyeti üzerindeki etkisini ele almaktadır. Çalışmada deney yöntemi kullanılmış, üniversite öğrencilerinden oluşan 47 katılımcıdan elde edilen veriler analiz edilmiştir. Elde edilen bulgulara göre, SMS mesajına maruz kalmak marka tutumunda anlamlı bir değişime sebep olmaktadır. Rasyonel ve duygusal reklam çekiciliklerinin kullanımı anlamlı bir değişikliğe sebep olmamıştır. Markanın kullanıcısı olmayan katılımcıların markaya yönelik tutumunda anlamlı bir değişim söz konusu iken, kullanıcısı olan katılımcılarda böyle bir değişim söz konusu değildir.Markayı satın alma niyetinde anlamlı bir değişime rastlanmamıştır. Sonuç olarak, SMS reklam mesajlarının tüketicilere ulaşmakta etkili olmayı sürdürdüğü söylenebilir.

Anahtar Kelimeler:

Mobil pazarlama, SMS reklamcılığı, reklam çekicilikleri, marka tutumları

THE EFFECTS OF SMS ADVERTISING ON BRAND ATTITUDE AND PURCHASE INTENTION: AN EXPERIMENTAL STUDY ON UNIVERSITY STUDENTS

The role of SMS technology as a way of mobile messaging is diminishing while usage of mobile instant messaging applications is growing. This situation might lead marketing professionals to question the value of SMS technology as a way of effectively reaching consumers. However, it must not be overlooked that mobile phones are still capable of receiving SMS messages, even though less messages are being sent. This study examines the changes in brand attitude and purchase intention upon exposure to SMS advertising messages. An experiment was conducted on 47 university students. According to the findings, exposure to SMS advertising messages creates a statistically significant difference on attitude toward brand. The use of rational and emotional ad appeals did not lead to a significant difference on brand attitude. When users and non-users of the brand compared, statistically significant difference occurred only on the non-user group. There is no significant difference on any of the conditions tested for purchase intention. The findings indicate that SMS advertising is still a viable option for marketers who are trying to enhance brand attitude.

Keywords:

Mobile marketing, SMS advertising, ad appeals, brand attitudes,

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