Brand recognition action in mobile shopping

. Depending on the development in technology, consumer expectations are also changing. Depending on the changing demands and needs, both the consumers and the virtual environment quickly go to meet these situations. As smart phones make our lives easier, by using mobile internet as a part of the shopping process, the concept of time and space allows the consumer to purchase and access every song, product and service. This mobile shopping is done through mobile applications on phones, thanks to the internet. The brand, which offers great convenience in the decision-making of the consumer in the shopping process, is also perceptually dependent on the consumer's awareness of the brand. The brand, which includes all of the marketing mix activities and makes the business different, shows the power of its awareness as long as it exists in the mind of the consumer. The aim of this study is to examine the effect of consumers using mobile internet on the awareness of a brand. For this purpose, the factors affecting the brand awareness of consumers shopping via mobile internet in Ankara have been comprehensively discussed. The hypotheses created as a result of a comprehensive review of the literature were tried to be examined with the Anova test and regression analysis. The questionnaire form, which was created on the Google form with five-point Likert type scale questions, was applied to consumers who made mobile shopping on the internet. As a result of the analysis of the models, scales and hypotheses used, it was concluded that consumers know their brands and shop according to their awareness.


Mobile shopping
Consumers are changing their shopping habits.Due to digitalization and the internet, the number of devices utilized by consumers is steadily growing, leading to a shift in their behavior.This has led to a growing inclination towards the use of mobile devices.As a result, consumers today increasingly demand comfort and flexibility when shopping.Because of the growing significance of mobile shopping on the internet in marketing and retail, consumers now utilize smartphones or tablets to conveniently create, modify, or place online orders according to their individual preferences [1].
Because of the influence of mobile devices on consumer shopping habits, the determination of mobile experiences and emerging trends also shape these habits.Consequently, with the increasing focus on mobile-oriented shopping, digitally based shopping is considered a crucial component, along with modern shopping applications, digital credit cards, and other opportunities.
The increasing use of mobile phones while shopping has transformed it into a significant platform for consumption.It has also changed how consumers shop online.Mobile shopping enables individuals to quickly discover and locate the items they require, regardless of their location or the time of day [2].The widespread use of mobile applications is a result of consumers purchasing products through their mobile phones.Customers who spend less while shopping will see an increase in both the quantity and value of their purchases when they start using mobile shopping.During the process, it begins to fulfill its regular mobile requirements.Due to the scale of the companies involved, this platform may serve as the optimal location for sales, as well as for introducing new products or marketing items that demand additional attention during the purchasing process [3].
The interest in mobile shopping is developing rapidly in both academia and industry [4].Smartphones have changed consumers' shopping habits in recent times.Consequently, consumers now enjoy various advantages including accessing information from diverse sources, comparing prices, and checking products and stores.With the technology of smartphones, people can now enjoy the convenience of using a single device for various purposes, including the ability to review and make payments [5].Mobile phones have become social devices that facilitate socializing while making personal purchases.The shopping behavior of consumers on the internet differs from that in normal social life.The consumer's shopping behavior on the internet is perceived as a unique experience, particularly due to its entertainment value and the connection it establishes with the product [6].The experience is affected by various elements, including effort, convenience, and entertainment, in this shopping process on the internet [7].Examples of the adaptation to the process and the store environment offered in this time period can be stated in addition to these factors [8].
The extent to which a consumer will engage in future online shopping or plan to do so is significantly influenced by these components that affect their shopping behavior on the internet.

Brand awareness
This brand's distinctive quality, known as the mark that distinguishes one company's product or service from another, plays a significant role in marketing activities.If a brand clearly states its features and differences compared to other competitors, as well as the reasons for choosing this brand for the targeted consumer audience, it is on the right track to indicate its awareness.The brand offers consumers a great convenience when it comes to determining where consumption occurs [9].
Different results have emerged from the studies examining the connection between brand and consumer behavior.In general, diverse data were obtained from the research conducted on brand and consumer interactions.According to Çiftçi and Cop [10], the reputation of the brand, the permanence of the name in the mind, the attractiveness of the logo, and the stimulating situations are more important factors that students studying at the university will consider when purchasing their product using a jeans brand.The primary recognition of a consumer in a product and the associated image status leads to a reduction in perceived risk.The brand recall in a consumer's mind while using a product indicates their awareness of the brand [11].In simpler terms, brand strength refers to the ability of a brand to leave a lasting impression and be easily identified.Brand recognition is the result of how a product is perceived based on past experiences and similarities.Factors in the recognition of a brand include the knowledge of its product category, its distinction from other brands, and the consumer's previous encounters with the brand.It is crucial to have come across the brand.For instance, if you are already familiar with any brand, the actual question pertains to becoming acquainted with the product.Awareness is the impact that the consumer has on their preference for a brand during shopping [12].According to Keller [13], consumers are eager to purchase the brand that is widely recognized and familiar to everyone.Once the consumer identifies specific criteria for the desired product brand, they prefer not to conduct any further research on alternative brands.If the consumer comes across multiple brands in that moment, the impact of the brand's awareness is evident [14].It's about a brand being present at the moment when a consumer sees it while making a purchase selection [5].If a person recalls the brand upon encountering a hint about it, it signifies that the brand is familiar [13].As stated by Aaker [15], the level of awareness of a brand is linked to its familiarity.Remembering previous encounters with the brand is known as recognition.It is crucial for this process that the consumer recalls or remembers the brand [15].Being familiar with a brand means being included in the preference list and being considered as one of the options by having knowledge about the brand [16,17] Park and Stoel conducted a study titled "The Impact of Brand Awareness, Experience, and Information on Online Clothing".The study aimed to investigate the influence of the quantity of purchased product information available online, consumer experience with the product, and their subsequent impact on brand risk and purchase decisions.

Studies using mobile shopping and brand awareness
Percy and Rossiter [18] state that it is a general rule for the first brand recalled to be the preferred one, therefore it is crucial to consistently display the brand in advertisements and ensure its name is associated with the necessary elements [14].
Hoyer and Brown [19] discussed the significance of brand awareness in consumer decision-making and its role in consumer choices in their study titled "The Effects of Brand Awareness on Choice."The study reveals that consumers tend to pay for brands with higher levels of quality awareness when faced with competition.
Chi et al., [20] also conducted a study titled "The Effect of Brand Awareness on Consumer Purchase Intent: The Mediator Effect of Perceived Quality and Brand Loyalty", and they concluded that awareness, quality and loyalty to the brand have a positive effect on purchasing and an increase in brand awareness leads to an increase in brand loyalty.
In addition to this, according to the study titled "The Importance of Brand Awareness and Brand Loyalty in the Evaluation of Consumer's Purchasing Intentions" by Malik et al. [21], they stated that the consumer's intention to purchase is influenced by their awareness of the brand.
In contrast, the study conducted by Moisescu and Bertea [22], titled "The Effect of Brand Awareness, Brand Information and Price Positioning on the Perceived Risks Associated with Online Purchasing from Travel Agencies," concluded that brand awareness reduced the perceived risks of online purchases made by travel agencies offering travel opportunities.

Purpose and importance of the research
The primary objective of this research is to investigate and uncover the significance of brand value in relation to awareness during mobile shopping.With the prevalent use of the internet and the increasing trend of ordering through mobile phones, the aim is to reveal the extent of brand awareness among individuals and their impact on activities in this process.Additionally, the aim is to analyze the variations in mobile internet shopping and brand awareness levels based on age, gender, and income status, which are influenced by internet usage.It is expected that the outcome of this study will contribute to the spatial literature process for the benefits of mobile shopping in the field of marketing, specifically for experts, mobile shopping consumers, and business owners who plan to sell their products online.This study determines whether there is a change in consumer behavior regarding brand awareness when innovative consumers adopt mobile shopping.It is believed that this research, along with the sub-variables of mobile shopping, will guide businesses in the later stages and contribute to their success.The research depicted in Figure 1 above examines the influence of five sub-dimensional variables, namely product and price, comfort, location, pleasure, and privacy, on brand awareness in mobile shopping.The research model demonstrates that the effects of these five variables are individually considered.This model is built upon the fundamental hypothesis that mobile shopping has a significant impact on consumer behavior in terms of innovation.

Hypotheses formed in line with the research problem
The hypotheses that were formed based on the research model are listed below after completing the field research.
H1: Mobile Shopping has a favorable (positive) effect on Brand Awareness.H2: In terms of demographic variables, Mobile Shopping has a favorable (positive) effect on brand awareness.
H3: Mobile shopping has a favorable (positive) influence on innovative consumer behaviors in relation to its sub-variables.

Main population and sample
The method for calculating the sample size is as follows: p= Proportion of Mobile Shoppers in the Main Population z= Safety level e= Tolerance n = p * q * (Z/e)2 = 0,5 * 0,5 * (1,96/0,06)2 = 267 individuals Data was collected from 306 individuals through convenience sampling for a survey.The study's focus was on consumers in Istanbul who engage in mobile purchases, and this group was considered the universe of the study.To determine the status of consumers in this study, only mobile shopping consumers who are 18 years old or older were included.A total of 410 people were surveyed, out of which 7 were identified as inactive.The study analysis was conducted using data from the remaining 403 individuals.A 5-point Likert type scale was used in the questionnaire.The forms were made both through the Google form and face-to-face.The study on determining consumer attitudes towards brand awareness for mobile shopping will be included in the study universe.The margin of error will be determined with a 95% confidence rate and a 0.05 significance level.Consumers who engage in mobile shopping will be divided into layers based on demographic values determined in the layers.The Stratified Sampling method is the sampling system ensuring that the sample includes a representation of subgroups based on their proportion in the research universe [23].

Research method and data collection
The survey method was employed in this study to collect the required data from shoppers who use mobile internet in Istanbul.The convenience sampling method was used to select a group of mobile internet users from the main population for the questionnaire.
The question paper was administered during the historical process from May 1st to May 30th, 2023.The survey we utilized in the research consists of two parts.The first part consists of six sections consisting of gender, marital status, age, educational status, monthly income, occupation.In the second part of the study [24], the researchers utilized a mobile shopping scale with nineteen questions.This scale was derived from a doctoral thesis titled "Developing and Implementing a Scale on the Perceived Benefit of Mobile Shopping in the Age of Digital Marketing".The thesis had obtained a KMO value of 0.962 and a Bartlett test value of 0.000, indicating its validity and reliability.The scale itself consisted of nineteen questions, categorized into five sub-values: product and price, comfort, location, pleasure, and privacy.Once again, in the field survey on brand awareness, the Brand Awareness Scale used in the study conducted by Aaker in 1996 consists of a total of four questions, based on the scale created by Aaker [15] and Kent and Allen [25].A questionnaire was created in the study, incorporating these expressions.The necessary individuals were sought for permission to utilize the scales.The five-point Likert type scale was utilized to collect the data, with the belief that the participants' ability to differentiate would diminish as the respondents' choices regarding each scale question increased.All items are rated as "Strongly Disagree", "Disagree", "Undecided", "Agree", or "Strongly Agree" by the respondents.The consistency of their ratings was measured for the scales, and it was determined that the expressions used here were statistically significant in the analysis.
The study involved analyzing data using the IBM SPSS program.This analysis included conducting t tests and Anova tests to determine the reliability values of the scales that were utilized.Before implementing the questionnaire, a pilot test study was carried out with a sample group consisting of 40 individuals to assess the suitability of the questions.The test results were found to be reliable, and thus this methodology was continued.

Results and data analysis
Validity and reliability analysis results for the scales used in the questionnaire.Reliability coefficient results for the Mobile Shopping Scale are presented in Table 1.In summary, the Bartlett test demonstrates that it would be the correct decision to apply factor analysis to substances, and it should be done.Additionally, the sample diameter is adequate for factor analysis with the KMO coefficient.The eigenvalue and the values representing the described variance ratio provide further evidence that expressing the items as five dimensions is a statistically valid choice.Based on the results of the Cronbach's Alpha coefficient analysis for the Mobile Shopping Scale and its sub-dimensions, it was found that the Mobile Shopping Scale and the sub-dimensions of Product and Price, Comfort, and Location had a "high reliability" rating.Additionally, the sub-dimensions of Pleasure and Privacy were determined to have a "fairly reliable" rating.The reliability coefficient results for the Brand Awareness scale are presented in Table 2.In brief, the Bartlett test indicates that utilizing factor analysis for substances would be the appropriate and right decision, as the sample size is adequate for KMO coefficient factor analysis.The eigenvalue and variance ratio values further support the statistically valid decision to represent items as a single dimension Table 3 displays the frequency distribution based on the demographic information of the surveyed individuals.Based on the results, 26.6% of the individuals surveyed were female, while 73.4% were male.The data also revealed that 87.8% of the participants belonged to the "29 Years and under" category, while 12.2% fell into the "30 years and over" category.In regards to marital status, 5.5% of the participants were married, while 94.5% were unmarried.Concerning education status, it was noted that 12.2% of the participants had primary education, 84.6% had high school education, and 3.2% had university education.In regards to the participants' monthly income status, it was found that 53.3% had an income ranging from 0-2,250 TL, 21.3% had an income between 2,251-5,000 TL, 8.9% had an income of 5,001-7,500 TL, 8.4% had an income of 7,501-10,000 TL, and 7.9% had an income of 10,000 TL or higher.Finally, based on the participants' professional status, it was found that 6.2% were employed in the Private Sector, 6.2% were students, and 87.6% were retired.Descriptive statistics for the Mobile Shopping Scale and its sub-dimensions and the Brand Awareness Scale used in the survey are given in Table 4. Upon analyzing the averages, it becomes apparent that the "Location" and "Privacy" dimensions have the highest average, standing at 2.98.Conversely, the "Product and Price" sub-dimension exhibits the lowest average with 2.70.Sig.(2-tailed) 0,001 0,000 0,000 0,002 0,002 0,000 **.Correlation is significant at the 0.01 level (2-tailed).

Analysis of the correlation between variables of Brand Awareness and Mobile Shopping
The correlation analysis results for the connection between the Mobile Shopping scale and its sub-dimensions used in the survey and the Brand Awareness scale are given in Table 5.The correlation coefficients between the variables were determined to be statistically significant, indicating a positive relationship between them.Consequently, an increase in one variable is expected to result in an increase in the other.The sentiment regarding the Mobile Shopping variable, which is the explanatory variable (independent variable), is presented in Table 6 of the linear regression model.This model is developed by considering the described variable (dependent variable), Brand Awareness.The model that was generated from the ANOVA test was deemed to have statistical significance.Once again, the coefficient value (adjusted) that was calculated in the model is 0.079.Therefore, a linear regression model explains 07.9% of the variability in the Brand Awareness variable through the Mobile Shopping variable.There is also a correlation coefficient (0.678) between the two variables, indicating a positive linear relationship between them.This can be observed in the scatter plot depicted in Figure 1.According to the student-t test performed for the significance of the coefficients of the regression model, both coefficients were found to be statistically significant.Regarding these findings, the estimate of the regression line is obtained as (Brand Awareness) = 1.914 + 0.366 * ( Mobile Shopping).According to the standard regression coefficient, a 1 br increase in the Mobile Shopping variable is expected to cause a 0.286 br increase in the Brand Awareness variable.The effect of Mobile Shopping sub-dimensions on Brand Awareness linear regression model results are given in Table 7.The ANOVA test was used to examine the importance of the linear regression model in relation to Brand Awareness Mobile Shopping dimensions.The ANOVA test determined that the model had statistical significance.Furthermore, the adjusted R-square coefficient for the model was calculated as 0.078.The linear regression model explains that 7.8% of the variability in Brand Awareness can be attributed to the Mobile Shopping dimensions.The coefficients in the sub-dimensions of Location, Pleasure, and Privacy in the Mobile Shopping Scale were not statistically significant, whereas the coefficients were statistically significant in the remaining dimensions.

Conclusion and suggestions
The mobile shopping application, which allows consumers to buy products online using their mobile devices, is being widely adopted in commercial life.In the current highly competitive world, businesses aspire for their brands to be acknowledged by consumers.Brand awareness is a marketing technique that measures the level of consumer familiarity and recognition towards any product, thereby generating an enhanced sense of awareness by the consumer and differentiation from rival offerings in the market.After the conceptual researches, three assumptions were formed in line with the study.As a result of the collection of data and their necessary statistical analysis, it was concluded that mobile shopping has a positive effect on brand awareness, as well as the same effect with the size of its sub-variables.Once again, it was determined that the demographic data obtained from the study had a positive effect on mobile shopping.The study appears to have been conducted accurately, as similar studies in the field have also produced parallel results.In the current digital era, where digitalization is widespread, it can be inferred that individuals engage in all their activities using mobile devices, particularly mobile phones, and brands continue to exert their influence on consumer purchasing during mobile shopping.

Research constraints
When we consider the limitations in the research, it is important to note that small working groups, considered as a single sample, may not be representative on a nationwide scale.Additionally, face-to-face interactions in some studies can create a situation that affects the accuracy of the findings.As a result, the information obtained may not be in-depth and the answers provided may be influenced by various factors.Ultimately, this hinders the achievement of a comprehensive and generalizable understanding.The study suggests that the reason mobile shoppers do not categorize a specific product in their shopping is connected to the intentionality of the research.
As for similar studies to be carried out in the future, this study is confined to examining mobile shopping and brand awareness behaviors.However, future studies can also address the attitudes of innovative consumers towards various products and the changes in their decision-making process.Additionally, the use of mobile shopping for purchasing services, along with products, can be further investigated using different variables than those utilized in this study.

E3SFig. 2 .
Fig. 2. Graph of the estimation of the scatter and regression line for the relationship between Mobile Shopping (=X) and Brand Awareness (=Y)

Table 1 .
Reliability coefficient results for Mobile Shopping scale items

Table 2 .
Reliability coefficient results for Brand Awareness scale items

Table 3 .
Frequency distribution of the respondents based on their demographic information

Table 4 .
Descriptive statistics for the Mobile Shopping Scale and its sub-dimensions and Brand Awareness Scale used in the survey

Table 5 .
Correlation analysis results for the connections between the Mobile Shopping scale and its sub-dimensions used in the survey and the Brand Awareness scale

Table 6 .
Brand Awareness variable and Mobile Shopping variable linear regression model findings

Table 7 .
Linear regression model results on the effect of Mobile Shopping sub-dimensions on Brand Awareness

Table 8 .
Summary of the Results of the Tested Hypotheses