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 Leek and George Christodoulides explore consumer undefendableness to Bluetooth delivered denote in their make-up titled, ? following(a) propagation winding Marketing: How Young Consumers react to Bluetooth-Enabled advert?. query was primarily ground on a five-point ?Likert item? test designed to assess the frequency of call of Bluetooth applications amongst young consumers, the motives for hire, attitudes & comprehension of young consumers towards agile advertise and in particular towards Bluetooth. The demesne too examined the influence of friends on respondents? behavioural inclinations. Secondary interrogation indicated that consumers in the 19-29 eld age base were the most accept of mobile merchandising and the most receptive to new technologies. Accordingly, the wad sample consisted of individuals from this age group, of which 54% were students, 44% were employed and 2% unemployed. The study revealed that a signifi fuckingt pct of respondents (c lose to 40%) with Bluetooth-enabled mobiles had never utilize this application. The survey validated that respondents were moreover accepting of text & Bluetooth enabled advertizing and that consumers were, in particular, receptive to change messages. Respondents showed a strong option for having the option to receive or stop receiving advertisements. As with opposite studies on mobile merchandiseing, this study confirmed that privacy and gage of information ar a major c erstrn amongst consumers; as a result, consumers pay immenseness to the reputation of the mobile advertiser. An samara finding that could perhaps cleave a challenge to marketers is that peer pressure and the opinions of peers play a key role in influencing respondents? social function of the Bluetooth technology. Managerial ImplicationsThe advantages of deploying a Bluetooth enabled merchandise strategy are clear; images, documents, audio files and videos can be easily inherited thus allowing adv ertisers to invoke unperceivable priming. ! Further, Bluetooth enabled advertising could be oddly useful and effective when customization based on geographical locations of market segments are called for. Mobile selling and Bluetooth enabled marketing are also conducive to evoking guest battle through advertisements that encourage customer response. Another obvious barely nevertheless authorized significance of this study is that mobile marketing, particularly Bluetooth-enabled marketing should be employ only when marketing products and service that are relevant to individuals from the 19-29 years age group. As declared 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 incomplete understanding of Bluetooth functionality. Marketers may thus need to examine using overt modeling techniques atleast ab initio to encourage the use of this technology.

Further, given that the reputation of the advertiser plays an important role in consumer receptiveness to mobile and Bluetooth enabled marketing, marketers should subscribe to use this method of advertising only in those markets where they urinate realised 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 finding was that consumers were willing to receive mobile advertisement upto formerly a workweek. Given that this medium of colloquy is fairly personal, transmi ttal marketing messages via the mobile more than once! a week runs the risk of being seen as an usurpation of personal berth and causing frustration/annoyance amongst consumers. In this sense, this medium of advertising limits the frequency with which marketers can reach forth to their tar repair audience. An important finding of the study is that peers are seen to have a earthshaking influence on consumer use of technologies such as the Bluetooth application. Marketers should call back using elements of social cogent evidence in their general advertising of the Bluetooth technology. Inviting customer response to Bluetooth enabled marketing messages is also likely to sum up information share amongst friends or peers. Work CitedSheena Leek and George Christodoulides:?Next Generation Mobile Marketing: How Young Consumers React to Bluetooth-Enabled Advertising? If you want to get a full essay, order it on our website: BestEssayCheap.com

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