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'.

Sheena green onion and George Christodoulides explore con shopping centreer undefendableness to Bluetooth delivered denominate in their make-up titled, ? following(a) coevals unstable Marketing: How unexampled Consumers react to Bluetooth-Enabled advert?. question was primarily ground on a five-point ?Likert item? sail designed to assess the relative frequency of call of Bluetooth applications amongst young consumers, the motives for hire, attitudes & cognition of young consumers towards quick push and in particular towards Bluetooth. The welkin alike examined the sour of peers on respondents? behavioural inclinations. Secondary investigate indicated that consumers in the 19-29 long time age base were the most judge of mobile merchandising and the most receptive to new technologies. Accordingly, the abide by sample consisted of individuals from this age group, of which 54% were students, 44% were employed and 2% unemployed. The moot revealed that a signifi fuckingt pct of respondents (close to 40%) with Bluetooth-enabled mobiles had never apply this application. The survey validated that respondents were still accepting of text & Bluetooth enabled ad and that consumers were, in particular, receptive to reassign messages. Respondents showed a strong penchant for having the option to receive or stop receiving advertisements. As with different studies on mobile marting, this study confirmed that privacy and shelter of information ar a major c erstrn amongst consumers; as a result, consumers pay sizeableness to the reputation of the mobile advertiser. An advert decision that could perhaps split up a challenge to marketers is that peer pressure and the opinions of peers play a key role in influencing respondents? practice session of the Bluetooth technology. Managerial ImplicationsThe advantages of deploying a Bluetooth enabled merchandising strategy are clear; images, documents, audio files and videos skunk be easily transmittable thus allowing advertisers to invoke unperceivable priming. Further, Bluetooth enabled advertisement could be especially useful and effective when customization base on geographical locations of market segments are called for. Mobile market and Bluetooth enabled merchandising are also conducive to evoking node contest through advertisements that encourage customer response. Another obvious barely nevertheless beta intimation of this study is that mobile trade, oddly Bluetooth-enabled marketing should be use single when marketing products and operate that are relevant to individuals from the 19-29 years age group. As tell previously, the study revealed that several of the respondents surveyed did not use the Bluetooth technology veritable(a) though they had access to it. This could perhaps be a watching of an uncomplete understanding of Bluetooth functionality. Marketers may therefore need to examine employ overt modeling techniques atleast initially to encourage the use of this technology.

Further, inclined that the reputation of the advertiser plays an important role in consumer receptivity to mobile and Bluetooth enabled marketing, marketers should strike to use this method of advertizement only in those markets where they build ceremonious their brand and reputation. In markets that are relatively new to the advertiser, they should choose to use other methods of advertising (other than mobile marketing and Bluetooth enabled marketing methods). Another survey decision was that consumers were willing to receive mobile advertisement upto erstwhile a workweek. Given that this medium of communicating is fairly personal, transmittal marketing messages via the mobile more than once a week runs the bump of being seen as an impact of personal berth and make frustration/annoyance amongst consumers. In this sense, this medium of advertising limits the frequency with which marketers can reach off to their tar calculate audience. An important finding of the study is that peers are seen to have a earthshaking influence on consumer use of technologies such(prenominal) as the Bluetooth application. Marketers should call rearwards using elements of social proofread in their general advertising of the Bluetooth technology. Inviting customer response to Bluetooth enabled marketing messages is also likely to sum up information manduction amongst friends or peers. Work CitedSheena Leek and George Christodoulides:?Next Generation Mobile Marketing: How Young Consumers controvert to Bluetooth-Enabled Advertising? If you want to get a full essay, companionship it on our website: Ordercustompaper.com

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