Revista Internacional de Economia e Ciências de Gestão

SMS Promotion Effects on Consumer Behaviour: A Turkish Case

Abstract

Fehim Duzgun and Gonca Telli Yamamoto

Mobile phones brought rapid, extensive, and personal communication to our lives. Parallel to Mobile phone development, Marketers started to consider mobile phone as a marketing tool to reach their consumers. SMS marketing is the most basic and widely used method of mobile marketing since the early days of mobile marketing. Beside of that, Smartphone development changed the Mobile Phone market characteristics and user habits, hence marketing communication methods changed and extended with many alternatives. The question is; after smartphone development, SMS marketing is still affecting consumer behaviour or not? So far, literature has been supporting that SMS marketing is an effective way to reach the consumer and it affects consumer behaviour. In our research, to examine effect of SMS marketing, we have made promotional sales campaign with SMS communication for a smartphone product in Turkey market. We have sent location base SMS through one of the biggest Telecom operator with addressing Operator shops and analysed the consumer behaviour result.