Introduction: Smartphones are indispensable element of daily life. Especially members of Z generation access the internet via smartphones and they spend much more time with their smartphones. As digital natives, they are exposed to the internet and smartphones for most of their lives. Hence, smartphones have become an attractive tool for businesses to reach and interact with consumers from Z generation. At this point, it is important to research attitudes towards mobile application advertisement notifications and to reveal the effect of these attitudes on online impulse buying tendencies. Aim: The purpose of this research is to examine the effect of Turkish consumers’ among Z generations attitudes towards advertising notifications of mobile shopping applications on online impulse buying tendency. Method: This study builds on survey data collected from consumers who have at least a mobile shopping application on their smartphones. Data have been obtained from 269 young Turkish consumers who are the member of Z generation in Bolu province. These obtained data were analyzed using SPSS program. Findings: The findings indicate that when mobile application advertising notifications are informative, entertaining, credible, incentivised, personalised, they have a positive effect on consumers' online impulse buying tendencies. On the other hand, when mobile application advertising notifications are deceptive, they have a negative effect on consumers' online impulse buying tendencies. Findings of the study provides guidance for marketers to understand the importance of mobile app advertising targeted on Z generation. Originality and value: This study contributes to the literature by examining mobile advertisements in terms of mobile application notifications and online impulse buying in terms of Z generations.