LOCATION BASED MARKETING IN THE CONTEXT OF DIGITALIZATION OF PUBLIC RELATIONS

• Main Authors: Elif Tuba TEZCAN, Deniz YENGİN
• Format: Article
• Language: English
• Published: İstanbul Aydin University 2018-01-01
• Series: İstanbul Aydın Üniversitesi Dergisi
• Subjects: Integrated Marketing; Location Based Marketing; Mobile Marketing; Propagation of Innovations
• Online Access: http://iaud.aydin.edu.tr/wp-content/uploads/2018/01/iaud_v10i1006.pdf

It is observed that new media technologies, which are structured for the elimination of consumer demands, are frequently used in the field of marketing and the marketing strategies of the companies are changed to mobile marketing in order to be able to reach to the consumer quickly and easily. In the light of today's technology, smart mobile phones make life easier and become an indispensable element of our life. In this context, the consumer is preferred because of the low cost and efficiency of reaching via mobile message. Position based marketing, which is one of the mobile marketing channels, confronts the consumer as a marketing method that changes the consumption habits of the consumer and places the perception of "you are almost me" in the direction of the network-location information. The study aims to measure the attitudes and behaviors of individuals towards location based marketing messages in the context of location based marketing which is one of the mobile marketing channels. It is thought that the research will be a reference to the way in which location-based marketing strategies affect shopping attitudes.