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| Author: | Leek, S. Christodoulides, G. |
| Title: | Next-generation mobile marketing: how young consumers react to bluetooth-enabled advertsing |
| Journal: | Journal of Advertising Research
2009 : MARCH, VOL. 49:1 p. 44-53 |
| Index terms: | advertising marketing young people technology research internet management |
| Freeterms: | bluetooth mobile |
| Language: | eng |
| Abstract: | The paper examines the younger consumers acceptance of Bluetooth-delivered advertising instead of previously used SMS advertising. Bluetooth is one of the most attractive ways nowadays to reach busy consumers. The research methodology consisted of interview-administered questionnaires related to the awareness of Bluetooth marketing and attitudes toward mobile advertising. As a result the majority of the young people in the sample of 210 respondents had used Bluetooth, mainly in exchanging files. For marketers this means a capability to download advertisements using Bluetooth. Majority of the respondents are willing to accept this form of advertising, if they are able to control the frequency of receiving the messages. In addition the research found considerable concerns over the privacy and security of Bluetooth. The consumers are concerned about their personal information being used by unauthorized parties. |
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