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| Tekijä: | Grant, I. O'Donohoe, S. |
| Otsikko: | Why young consumers are not open to mobile marketing communication |
| Lehti: | International Journal of Advertising
2007 : VOL. 26:2, p. 223-246 |
| Asiasana: | commercialization communication mobile commerce young people |
| Kieli: | eng |
| Tiivistelmä: | The paper focuses on young consumers' motivations for using mobile phones and on their attitudes towards commercial use of phones. While marketers are excited by the reach and possibilities that come with personalised offers, young people, however, associate commercial appropriation of this medium with irritation, intrusion, and mistrust. This suggest that the way forward for mobile marketing communications in not pretending to be young consumers' friend, but to offer content that helps them to maintain the personal friendships that are important to them. |
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