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Research Paper | Marketing | Turkey | Volume 10 Issue 5, May 2021

The Effect of Deceptive Marketing in Shaping Consumers Attitude in the Telecommunication Services Area

Bissan Mohammad Al-Batal

Abstract: This research aims to identify the nature of marketing deception practices regarding the Case of Turkish Telecommunication Companies like Vodafone, Turk Telekom, and Turkcell. Also, To discuss the influence of service, price, promotion deception practices on consumers' attitudes in their everyday lives. This research is quantitative. Data were collected from 200 respondents in Turkey from customers. Data were examined using the e Statistical Package for the Social Sciences (SPSS) software by applying descriptive analysis, Regression analysis, factor analysis, and Reliability test. The findings of this study provide that services deception, price deception, and promotional deception practices significantly affect consumers? attitudes in its three components (behavioral-cognitive-emotional).This study suggested that customer awareness about deceptive practices should be raised and encouraged to talk about them. Telecommunication companies should be more responsible about their provided services, fulfill their customer protection from deceptive practices, and educate them to protect themselves and know their rights.

Keywords: Marketing Deception, Consumers? Attitude, Telecommunication, Turkey

Edition: Volume 10 Issue 5, May 2021,

Pages: 805 - 812