Correspondence: Süleyman Barutçu, Pamukkale Üniversitesi, ..B.F. letme Bölümü, Knkl Kampüsü, 200070, Knkl/Denizli, Turkey. Tel: +90 258 2952702; GSM: + 90 542 5868517; Fax: +90 258 2952792; E-mail: sbarutcu@pau.edu.tr

¹is an assistant professor of Marketing at Pamukkale University in Denizli, Turkey. He earned his MBA degree at Fairleigh Dickinson University, NJ, USA, and PhD degree from Dokuz Eylül University, zmir, Turkey. He has studied about information technology, customer loyalty, relationship marketing, mobile marketing and supply chain management. He has published several articles and papers in scientific journals, national and international congresses, and has given numerous seminars about supply chain management and more recently, about mobile marketing.

Received 4 December 2007; Revised 4 December 2007.

Abstract

This study analyses the possible significant impacts of mobile phone technology developments on marketing and determines those target mobile phone users who have the most positive attitudes towards mobile marketing tools. The survey results, conducted on 418 mobile phone users, show that the mobile phone users' adaptation to mobile shopping is low; however, mobile phone users have positive attitudes towards mobile marketing tools — mobile advertising, mobile discount coupons, mobile entertainment, location-based mobile services, mobile internet and mobile banking. The survey results suggest that target segment/segments can be determined for mobile marketing strategies. Managerial implications and recommendations are also offered that may work to increase mobile commerce and marketing adaptation rates.