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Makale Özeti:
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Driven by the ongoing evolution in mobile technologies and the increasing popularity of the
internet, the mobile marketing is becoming more and more popular to marketers whose aim is
definitely to promote their goods and services to the consumer. Since many people are still
unaware of the potential of marketing via mobile devices this research aimed to examine factors
based on content of mobile marketing (entertainment, information, irritation, utility and
personalization) and frequency factor that are affecting the formation of attitude toward mobile
marketing targeting BH consumers, and also will try bring to light the response behavior of
consumers attitude toward mobile marketing practices and how consumers perceive mobile
marketing in BH.
The research approach for this study is descriptive and the data was collected by 200 online
surveys from young population of BH. The data was analyzed using the software program SPSS.
Based on analysis and findings, variables of content have different effect on consumer attitude.
Research has shown that a lot of respondents believe mobile marketing is a good idea and that
they certainly eases the need for products and services. This paper could be used as a good basis for
future research on bigger sample.
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