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Marketing je sveprisutan društveni i upravljački proces pomoću kojeg pojedinci ili skupine putem određenih faktora dobivaju ono što im je potrebno ili ono što žele. Sastoji od različitih metoda koje su se s vremenom mijenjale i napredovale, tradicionalne metode poput marketinga putem novina su potisnute te se u novije vrijeme marketing sve više okreće internetu. Svrha marketinga je da usmjeri gospodarski tijek dobara i usluga od proizvođača prema potrošaču, na način da učinkovito prilagodi ponudu i potražnju, a ujedno ispuni i društvene ciljeve. Važnost i snaga marketinga ogleda se u tome da ukupan poslovni i financijski uspjeh skupine ili pojedinca izravno ovisi o njemu. Ukoliko ne postoji kvalitetno razrađena marketinška strategija, niti jedna poslovna funkcija ne može pomoći skupini ili pojedincu da uspije na tržištu.. Na temelju istraživanja dostupne literature i internetskih izvora o navedenom predmetu istraživanja te analiziranjem istih, provedeno je istraživanje o utjecaju marketinga na cjelokupno društvo. Glavni fokus bio je fenomen mobilnog marketinga. Za opis i definiranje pojmova korištena je metoda deskripcije, povijesna metoda za donošenje zaključaka na temelju povijesnih iskustava te metode analize i sinteze svih činjenica i informacija koje su poznate, vodeći pri tome računa o njihovoj pouzdanosti i točnosti Marketing is omnipresent social and management process by which individuals or groups through certain factors get what they need or what they want. It consists of different methods that have changed and advanced over time. Traditional methods like newspaper advertising are in decline and marketing has nowadays been more and more relying on the Internet. The purpose of marketing is to direct the economic flow of goods and services from product to consumer by adjusting the supply and demand in an efficient manner and simultaneously fulfilling social goals. The importance and strength of marketing is reflected in the fact that the total business and financial success of a group or an individual entirely depends on it. There is no business function that can help a group or an individual to succeed in the market without high-quality and well-developed marketing strategy. The influence of marketing on the entire society is analysed based on the available literature and Internet resources on the subject matter, with a special focus on the phenomenon of mobile marketing. The descriptive method is used for describing and defining concepts. The historical method is used for making conclusions based on historical experience. Analysis and synthesis methods of the known facts and information are also used by taking into account their reliability and accuracy.

Marketing je sveprisutan društveni i upravljački proces pomoću kojeg pojedinci ili skupine putem određenih faktora dobivaju ono što im je potrebno ili ono što žele. Sastoji od različitih metoda koje su se s vremenom mijenjale i napredovale, tradicionalne metode poput marketinga putem novina su potisnute te se u novije vrijeme marketing sve više okreće internetu. Svrha marketinga je da usmjeri gospodarski tijek dobara i usluga od proizvođača prema potrošaču, na način da učinkovito prilagodi ponudu i potražnju, a ujedno ispuni i društvene ciljeve. Važnost i snaga marketinga ogleda se u tome da ukupan poslovni i financijski uspjeh skupine ili pojedinca izravno ovisi o njemu. Ukoliko ne postoji kvalitetno razrađena marketinška strategija, niti jedna poslovna funkcija ne može pomoći skupini ili pojedincu da uspije na tržištu.. Na temelju istraživanja dostupne literature i internetskih izvora o navedenom predmetu istraživanja te analiziranjem istih, provedeno je istraživanje o utjecaju marketinga na cjelokupno društvo. Glavni fokus bio je fenomen mobilnog marketinga. Za opis i definiranje pojmova korištena je metoda deskripcije, povijesna metoda za donošenje zaključaka na temelju povijesnih iskustava te metode analize i sinteze svih činjenica i informacija koje su poznate, vodeći pri tome računa o njihovoj pouzdanosti i točnosti Marketing is omnipresent social and management process by which individuals or groups through certain factors get what they need or what they want. It consists of different methods that have changed and advanced over time. Traditional methods like newspaper advertising are in decline and marketing has nowadays been more and more relying on the Internet. The purpose of marketing is to direct the economic flow of goods and services from product to consumer by adjusting the supply and demand in an efficient manner and simultaneously fulfilling social goals. The importance and strength of marketing is reflected in the fact that the total business and financial success of a group or an individual entirely depends on it. There is no business function that can help a group or an individual to succeed in the market without high-quality and well-developed marketing strategy. The influence of marketing on the entire society is analysed based on the available literature and Internet resources on the subject matter, with a special focus on the phenomenon of mobile marketing. The descriptive method is used for describing and defining concepts. The historical method is used for making conclusions based on historical experience. Analysis and synthesis methods of the known facts and information are also used by taking into account their reliability and accuracy.

This paper’s aim was to develop a conceptual overview of SMS marketing and delineate factors of new communications technologies on business practice. This study, which was a descriptive survey, was built on primary and secondary data source including a literature review of SMS marketing and a Questionnaire were used as the primary means of collecting secondary data. The sample size of 300 patients was determined according to the Cochran formula. Moreover, data analysis was done in SPSS by using linear regression, chi-square, t-test and Binomial test. According to the research, sex, age, education, relevance, timeliness, reliability to sender, sense of control were variables affecting the SMS marketing acceptance. This paper was qualitative and provided a solid conceptual foundation for the future empirical research on e- marketing. The potential limitation was related to the broad user of computer and mobile. In this research, we considered SMS marketing, Mobile marketing, SMS advertising as the same subject. This research will be a useful resource with important insight into the factors that may encourage or determine consumer acceptance of this new form of direct marketing. This paper addressed an important timely issue, and added to the body of literature and knowledge focusing on e-marketing.

WOS: 000414961600003 The objective of the present study is to determine the major factors influencing consumers' attitudes towards two major types of mobile marketing activities: SMS advertising and mobile application advertising. It also discusses the potential differences in antecedents of attitude between the two types of advertisements. The study was carried out in Turkey among university students, who are commonly targeted in mobile marketing studies due to their high mobile phone ownership rates and familiarity with new technologies. A total of 489 valid questionnaires were obtained and analysed using partial least squares structural equation modelling. The findings indicate that overall attitudes towards both mobile advertisement types are negative, SMS marketing being the inferior type. Differences in perceptions of the antecedents of attitudes towards SMS and mobile app ads were detected. On the other hand, the way variables affect attitudes (paths) among the two wireless advertisements types were quite similar.

Nos dias de hoje, os smartphones são cada vez mais vulgares no quotidiano das pessoas e com isto as empresas têm uma grande oportunidade para chegar aos seus consumidores e possíveis consumidores. Mas esta oportunidade, para alguns consumidores, gera um problema: invasão do seu espaço pessoal. O presente estudo tem como objetivo perceber como é que o consumidor valoriza a estratégia do SMS Marketing e qual a sua atitude perante a mesma, ou seja, uma vez que deu permissão para o recebimento deste tipo de SMS’s, interessa perceber se o consumidor dá importância a esta estratégia e como age quando as recebe. A metodologia utilizada é do tipo quantitativa, instrumentada através de questionários online a um tipo de amostragem por conveniência. Para analisar as hipóteses de estudo, foi realizada uma regressão linear múltipla. Os principais resultados indicam que apenas a dimensão Entretenimento (uma das características da publicidade por SMS) exerce influência nas intenções comportamentais dos consumidores. As estatísticas descritivas mostram que a dimensão Irritação é a que tem uma média mais elevada e o Entretenimento a média mais baixa o que indica a opinião dos consumidores em relação a esta estratégia. These days, smartphones are increasingly common in the daily life of people and with that companies have a great opportunity to reach out their consumers and potential consumers. But this opportunity for some consumers, raises a problem: invasion of your personal space. The present study aims to understand how the consumer values the SMS Marketing strategy and what is the attitude towards the same, that is, once is given the permission to receive this kind of SMS's, it matters to understand whether the consumer gives to importance to this strategy and how he acts when he receives them. The methodology used is of quantitative type, instrumented through online questionnaires to a type of convenience sampling. To analyse the study hypotheses, a multiple linear regression was made. The main results indicate that only the dimension Entertainment (one of the features of SMS advertising) exerts influence on the behavioural intentions of consumers. The descriptive statistics show that the dimension Irritation is the one that has a higher average and Entertainment has the lowest average which indicates the opinion of consumers about this strategy

Mobile Marketing In addition to traditional communication tools, new tools of marketing communication are currently coming into use. Mass-media and marketing communication is an important factor that may considerably influence economic development. In this these I will introduce some of them also in line with possibilities to measure their impact on marketing communication.

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.

V poslovnem svetu je internet naredil popolno revolucijo, posredno se je izredno hitro razvijala tudi mobilna tehnologija. Tako se spreminja način komuniciranja med ljudmi in organizacijami, pojavila so se nova sodelovanja med podjetji. Nekoč je mobilni telefon veljal izključno kot pripomoček za telefoniranje, danes krepko presega ta prvotni namen. Večina ljudi se pri nakupu novega mobilnega telefona odloča za tistega, ki nudi tudi številne druge, vedno bolj pomembne funkcije. Kot je za posameznika pomembno, da lahko kadar koli in kjer koli preveri poštni predal, v prostem času pobrska po internetu, si zabeleži podatke in si olajša vsakodnevno življenje, tako je za poslovanje podjetnika pomembno, da lahko pridobi kakovostne informacije takoj in kjer koli. Na ta način si lahko pridobi nove tržne priložnosti/prednosti. Tako so podjetja v zadnjem desetletju primorana k novi obliki poslovanja – k mobilnem poslovanju. Ker so poslovneži izven svojega službenega časa tudi potrošniki, so začeli mobilne telefone uporabljati tudi v poslovnem okolju. Večina nas ima mobilne telefone ves čas ob sebi, zato je mobilno poslovanje toliko enostavnejše. V nadaljevanju magistrske naloge bomo za lažje razumevanje začeli s teoretičnimi izhodišči različnih avtorjev. Podrobneje bomo predstavili oblike mobilnega marketinga, ki so na voljo današnjim oglaševalcem. Nadaljevali bomo s pregledom tehnologij mobilnega marketinga, ki je osrednje orodje za nov način komuniciranja in poslovanja, oglaševalcem pa ponuja nove načine oglaševanja, ki je uporabnikom prijaznejše in zanimivejše. Ker je v Sloveniji še vedno najbolj razširjena oblika mobilnega marketinga SMS marketing, bomo le tega podrobno raziskali in nadaljevali s praktičnimi primeri uspešno izpeljanih marketinških akcij v Sloveniji in tujini. Raziskovalno delo bomo zaključili s ključnimi ugotovitvami, do katerih smo prišli tekom magistrske naloge. In the business world, the Internet made a major revolution, which lead to extremely rapid mobile technology development. Because of that, the way of communication between people and organisations changes, new business corporations emerged. While once a mobile phone was considered a tool for making calls, today on the other hand, it use goes far beyond that original purpose. When most people decide to buy a new mobile phone, often decide for the ones which offer several new, increasingly important features. As it is for an individual important to check the mailbox almost everywhere, surfs the Internet in spare time, takes notes and actually makes his/hers life easier, it is even more important for the business entrepreneur to obtain high quality informations instantly and anywhere. In this way he can gain advantage and new market opportunities or benefits. All of that, forced corporations in the last decade, into a new form of business called mobile commerce. Because business people are also consumers in their private life, they started to use mobile phones in business environment also. Most of has keep our mobile close, which makes business much easier. In the following thesis we will begin with theoretical starting points of various authors, because of better understanding. We will present in detail several forms of mobile marketing, available to advertisers today. Following comes the review of the mobile marketing technology, which is the main tool for the new way of communication and business, while offers advertisers a new way of advertising that is easier to use and more interesting for the users. Because in Slovenia SMS marketing is still the most popular form of mobile marketing, we only studied that in detail and continue with practical examples of successful marketing campaigns undertaken in our country and abroad. Research will be completed with key findings, which we discovered during the thesis.

Nowadays most companies acknowledge the importance of SMS marketing in reaching and interacting with their customers (Kavassalis et al. 2003; Dickinger et al. 2004; Tsang, Ho & Liang 2004; Sharl, Dickinger & Murphy 2005; Muk 2007). However, there is much discussion in the press regarding the effectiveness when it comes to SMS marketing. Are customers willing to accept, reading and using SMS messages: how effective is SMS marketing compared to traditional marketing communications? The goal of this study is to investigate, on the one hand, the effectiveness of SMS advertising compared to traditional marketing communication for different aspects and, on the other hand, to analyse to what extent consumers are willing to accept commercial messages on their mobile phone, since the effectiveness of SMS marketing highly depends on this. The research results indicate that location and time, incentive, advertising appeal and product involvement have a significant positive influence on the attitude towards the ad, the attitude towards the brand and the consumers’ purchase intention for SMS advertising and not for the traditional marketing communications. In addition, the research results indicate that an incentive is necessary (especially for young mobile phone users) to increase the willingness to accept these kind of messages.