Based on research conducted at Bogazii University in conjunction with major Turkish wireless

About the Authors
Kaan Varnali is a Ph.D. candidate of marketing at Bogaziçi University, Istanbul. He has a B.S. in Computer Engineering, and an MBA. He is currently conducting consumer experiments to assess drivers of success in mobile marketing within the framework of his Ph.D. dissertation. His current research interests focus on mobile consumer behavior, digital marketing, and the use of social networks in marketing. He has an article about e-commerce published in the Journal of Internet Business, an article about mobile marketing published in the International Journal of Information Management and a forthcoming book chapter about mobile consumer behavior that will be included in the Encyclopedia of E-Business Development and Management in the Digital Economy by IGI-Global. He also has professional experience in the areas of e-ventures consultancy and web-based strategy development.

Aysegula Toker is the chair of the Department of Management, Bogaziçi University, Turkey, where she teaches courses on Management Information Systems, E-business Models, Customer Relationship Management, Database Marketing and Data-mining Applications. She has articles published in the areas of online communities, business excellence, total quality management, decision support systems and production management. Her current research interests include mobile marketing, E-business/E-commerce, customer relationship management, customer-knowledge management, and customer-focused strategies.

Cengiz Yilmaz is a professor of marketing at Bogaziçi University, Istanbul. He obtained his Ph.D. in marketing from Texas Tech University in 1999. His research interests focus on distribution channels and relationship marketing, mobile marketing, emerging technologies and their impacts on marketing applications, and strategic issues concerning intra- and interfirm aspects in marketing systems and their links with business performance. His research has been published in several scholarly journals including Journal of the Academy of Marketing Science, European Journal of Marketing, Journal of Business Research, Industrial Marketing Management, Journal of World Business, International Small Business Journal, and Journal of Business and Industrial Marketing.