Customers' Attitudes Towards Mobile Commerce and Mobile Marketing in Consumer Markets

Advances in information and communication technologies are not only offering new marketing channels to companies but also significantly influencing the ways in which companies conduct their businesses and marketing activities. This paper analyses the possible significant impacts of mobile phone technology developments on marketing and offers insights into mobile commerce and mobile marketing, which have not previously been investigated in Turkey. In the survey, it is researched what mobile phone users' attitudes towards mobile commerce and mobile marketing and intentions to benefit from mobile phones are. The empirical results show that the mobile phone users' adaptation of mobile commerce and mobile marketing are low. However, apart from mobile shopping, mobile phone users have positive attitudes towards mobile advertising, entertainment, discount coupons and mobile marketing.