Tüketicilerin SMS Reklamlarına Karşı Tepkilerini Etkileyen Faktörlerin İncelenmesi

Bu çalışmada tüketicilerin SMS reklamlarına karşı davranışsal tepkilerini etkileyen faktörlerin incelenmesi amaçlanmaktadır. Araştırmanın evrenini Ankara’da yaşayan ve 18 yaşında büyük insanlar oluşturmaktadır. Bu çalışmada veriler, yüz yüze anket yöntemi ile elde edilmiştir. Çalışmada elde edilen veriler, kolayda örnekleme yöntemi yoluyla 226 katılımcıdan toplanmıştır. Araştırma sonuçlarına göre faydacı değerler, sosyal etki ve mesaj netliği tüketicilerin SMS reklamı alma niyetini etkilemektedir. Ayrıca SMS reklamı alma niyeti, tüketicilerin SMS reklamlarına karşı tepkileri üzerinde olumlu etkisi bulunmaktadır. Güven ile tüketicilerin SMS reklamı alma niyeti arasında anlamlı bir ilişki tespit edilmemiştir.

Investigation of Factors Affecting Consumers' Reactions to SMS Advertising

In this study, it is aimed to examine the factors affecting the behavioral responses of consumers to SMS advertising. The population of the research consists of people who are 18 years old and live in Ankara. The data in this study have been obtained by face-to-face survey method. The data gathered in the study have been collected from 226 participants through convenience sampling method. According to the results of the research, utilitarian values, social impact and message clarity affect consumers' intention to receive SMS advertisements. In addition, the intention to receive SMS advertisements has a positive effect on consumers' reactions to SMS advertising. No significant relationship was found between trust and consumers' intention to receive SMS advertising.


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APA Erdoğan, G. (2023). Tüketicilerin SMS Reklamlarına Karşı Tepkilerini Etkileyen Faktörlerin İncelenmesi . Sosyal Bilimler Araştırma Dergisi , 12 (9) , 1073-1080 .