Aysegul Toker

Review: Mobile marketing research: The-state-of-the-art

Rapid proliferation in the business potential of mobile marketing attracts researchers from various fields to contribute to the growing body of knowledge on the phenomena. Although the literature on mobile marketing is accumulating, the stream of research is still in the development stage, hence is highly inconsistent and fragmented. This paper aims to organize and classify the literature on mobile marketing and assess the-state-of-the-art in order to facilitate future research. The review covers 255 peer-reviewed journal articles from 82 journals published between 2000 and 2008. The resulting framework summarizes the progress in mobile marketing research and provides future research directions.

The effect of customer relationship management adoption in business‐to‐business markets

Purpose – The purpose of this study is to investigate the effects of customer relationship management (CRM) practices on customer satisfaction and firm performance in business‐to‐business (B2B) markets.Design/methodology/approach – A model is developed and empirically tested through survey data obtained from 113 Turkish B2B companies.Findings – The results indicate that CRM adoption has a significant positive effect on both customer satisfaction and organizational performance in B2B settings. CRM adoption is also found to affect organizational marketing performance significantly, but not financial performance. Additionally, the results reveal that enhanced customer satisfaction leads to better organizational performance in the B2B organization. Environmental dynamism and competition was found to have a negative moderating effect on the relationship between customer satisfaction and organizational performance.Originality/value – The paper contributes to existing literature by incorporating customer‐facing ...

Predictors of attitudinal and behavioral outcomes in mobile advertising: A field experiment

The study examines consumer responses to SMS-based mobile advertising campaigns using a field experiment with actual behavioral responses. Specifically, the effects of message characteristics (i.e., incentives and prior permission) and individual differences of message recipients (i.e., content involvement, prior experience with the mobile medium, and medium-fit perceptions) on the attitudinal and behavioral outcomes of such campaigns are investigated. Perceived intrusiveness of the message and attitude toward the campaign are conceptualized as key attitudinal reactions triggered by a mobile advertising message, which in turn influence the behavioral responses generated by the campaign. Findings suggest that, in comparison to permission and incentive, individual differences are stronger determinants of responses to mobile advertising campaigns. Additionally, intriguing insights with respect to the effectiveness of different types of incentives are provided.

The Impact of ISO Certification on the Levels of Awareness and Usage of Quality Tools and Concepts: A Survey of Turkish Manufacturing Companies

Total quality management and the implementation of quality systems have become major initiatives of companies throughout the world over the last 20 years. This is especially true for companies that are doing or wish to do business in the European Community. For many of these companies, however, ISO certification has become a prerequisite when exporting their products. Companies must be able to demonstrate that they have the systems in place to provide a quality product if they wish to be competitive in the global marketplace. This article presents results of a survey of Turkish manufacturing companies. The study included 140 large Turkish manufacturing firms and investigates important relationships dealing with quality and the implementation of quality tools in Turkish manufacturing companies. The results lead to a greater understanding of the implementation of statistical tools and the relationship between the application of these tools and ISO certification in Turkey. Some of the results were surprising. There appeared to be significant differences in usage between ISO certified companies and noncertified companies for most of the basic standard quality tools but on only four of the advanced tools. ISO certified companies used more standard, basic quality tools than noncertified companies. Of the 13 advanced tools, however, the ISO certified companies used only four of them much more frequently. In addition, noncertified companies did not use any quality tool significantly more than ISO certified companies.

Do popular management techniques improve performance

Purpose – The aim of this paper is to determine whether the adoption of management techniques influences organizational performance and to determine the antecedents of adoption.Design/methodology/approach – This paper uses a survey method to collect data from 106 large businesses in multiple industries.Findings – The findings suggest that the adoption of management techniques influences organizational performance, especially when supported by clear vision and mission statements. Organizational and environmental characteristics act as antecedents for adoption.Research limitations/implications – Further research should focus on efforts for explaining the complex link between adoption and performance.Originality/value – The paper contributes to knowledge on adoption of management ideas in less developed contexts.

Location sharing on social networks: implications for marketing

Purpose – The purpose of this paper is to explore the emerging motives behind check-in and location sharing of consumers on social network sites (SNSs). A theoretical model for the emergent motives of check-in behavior is proposed, and implications of location sharing for consumer behavior and marketing are discussed. Design/methodology/approach – Data were collected from a convenience sample of 32 respondents, comprising a representative sample of location-based SNS users. In total, 217 unique check-ins, locations, and motives were analyzed, and seven emergent motives were identified through content analysis. Findings – This paper identified the key motives behind check-in behavior, including social-enhancement value, informational and social motivation, entertainment value, gameful experiences, utilitarian motivation, and belongingness. Social-enhancement value is the most frequently cited motive, driven mainly by the selective self-presentation efforts of respondents. Gameful experiences are a newly em...

Social media adoption: A process-based approach

ABSTRACT This research conceptualizes and measures social media adoption (SMA) of companies with a process-based approach and explains its antecedents of micro- and macro-environment, size, and ownership, as well as its consequence of intention to increase resources dedicated to social media. Based on data from 310 Turkish small and medium enterprises, the study first develops a conceptual framework on the pillars of internal and external stakeholder focus as well as relationship and information oriented implementation. Based on these two dimensions, it discusses the novel concepts of social customer relations, social stakeholder communication, social intelligence, and social responsiveness related to SMA. The study further indicates that ownership type and micro environment play a role in SMA and that path dependence exists in the interplay of current adoption and future intentions.

Mobile marketing at Turkcell: Turkey's leading mobile operator

Subject area – Mobile marketing.Study level/applicability – Undergraduate and Graduate levels.Case overview – Driven by the ongoing evolution in mobile technologies and the increasing penetration of smart phones, the use of the mobile medium for marketing purposes is becoming more and more popular across industries. This case study presents an overview of the mobile marketing ecosystem embedded in the story of the transition of Turkcell from a traditional carrier into a leading mobile services provider. The aim is to familiarize the reader with the benefits and challenges of using the mobile medium for marketing communications and provide lessons from Turkcell experience for success in mobile marketing.Expected learning outcomes – Develop a comprehensive understanding of the concept of “mobile marketing” and the current state of mobile technologies; develop a general knowledge of various types of mobile marketing applications; have a general knowledge and understanding of the consumer‐centric value propos...