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This Paper Explores Consumer Receptiveness To Bluetooth Delivered Advertising In The Paper Titled, 'next Generation Mobile Marketing: How Young Consumers React To Bluetooth Enabled Advertising'.

640 words - 3 pages

Sheena Leek and George Christodoulides explore consumer receptiveness to Bluetooth delivered advertising in their paper titled, 'Next Generation Mobile Marketing: How Young Consumers React to Bluetooth-Enabled Advertising'. Research was primarily based on a five-point 'Likert item' survey designed to assess the frequency of use of Bluetooth applications amongst young consumers, the motives for use, attitudes & perception of young consumers towards mobile advertising and in particular towards Bluetooth. The study also examined the influence of peers on respondents' behavioral inclinations. Secondary research indicated that consumers in the 19-29 years age group were the most accepting of mobile marketing and the most receptive to new technologies. Accordingly, the survey sample consisted of individuals from this age group, of which 54% were students, 44% were employed and 2% unemployed.The study revealed that a significant percentage of respondents (close to 40%) with Bluetooth-enabled mobiles had never used this application. The survey validated that respondents were however accepting of text & Bluetooth enabled advertising and that consumers were, in particular, receptive to personalized messages. Respondents showed a strong preference for having the option to receive or stop receiving advertisements. As with other studies on mobile marketing, this study confirmed that privacy and security of information are a major concern amongst consumers; as a result, consumers pay importance to the reputation of the mobile advertiser. An important finding that could perhaps pose a challenge to marketers is that peer pressure and the opinions of peers play a key role in influencing respondents' use of the Bluetooth technology.Managerial ImplicationsThe advantages of deploying a Bluetooth enabled marketing strategy are clear; images, documents, audio files and videos can be easily transmitted thus allowing advertisers to invoke subliminal priming. Further, Bluetooth enabled advertising could be particularly useful and effective when customization based on geographical locations of market segments are called for. Mobile marketing and Bluetooth enabled marketing are also...

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