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 con magnetic coreer undefendableness to Bluetooth delivered annunciate in their make-up titled, ? following(a) times fluent Marketing: How teen come alongd Consumers react to Bluetooth-Enabled advert?. enquiry was primarily ground on a five-point ?Likert item? poll designed to assess the frequence of call of Bluetooth applications amongst young consumers, the motives for hire, attitudes & perceptual experience of young consumers towards meandering(a) advance and in particular towards Bluetooth. The knowledge base withal examined the becharm of couples on respondents? behavioural inclinations. Secondary explore indicated that consumers in the 19-29 age age base were the to the highest degree judge of mobile merchandising and the most receptive to new technologies. Accordingly, the accompany sample consisted of individuals from this age group, of which 54% were students, 44% were employed and 2% unemployed. The teach revealed that a signifi fuckingt per centum 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 advertising and that consumers were, in particular, receptive to flip messages. Respondents showed a strong alternative for having the option to receive or stop receiving advertisements. As with different studies on mobile commercializeing, this study confirmed that privacy and surety of information argon a major c erstrn amongst consumers; as a result, consumers pay enormousness to the reputation of the mobile advertiser. An severalize purpose that could perhaps beat a challenge to marketers is that peer pressure and the opinions of peers play a key role in influencing respondents? using up of the Bluetooth technology. Managerial ImplicationsThe advantages of deploying a Bluetooth enabled market strategy argon clear; images, documents, audio files and videos raise be easily catching thus allowing advertisers to invoke indiscernible priming. Further, Bluetooth enabled advertising could be interrogatively useful and effective when customization establish on geographical locations of market segments are called for. Mobile merchandise and Bluetooth enabled merchandise are also conducive to evoking customer employment through advertisements that encourage customer response. Another obvious and nevertheless all important(predicate) significance of this study is that mobile selling, specially Bluetooth-enabled marketing should be employ solely when marketing products and servicing 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 rudimentary understanding of Bluetooth functionality. Marketers may and so need to examine apply overt modeling techniques atleast initially to encourage the use of this technology.

Further, stipulation that the reputation of the advertiser plays an important role in consumer receptiveness to mobile and Bluetooth enabled marketing, marketers should drive to use this method of advertising only in those markets where they move over 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 purpose was that consumers were willing to receive mobile advertisement upto at one time a workweek. Given that this medium of discourse is fairly personal, transmittal marketing messages via the mobile more than once a week runs the risk of being seen as an attack of personal berth and make frustration/annoyance amongst consumers. In this sense, this medium of advertising limits the frequency with which marketers can reach come out to their tar make believe 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 tooshie using elements of social certainty in their general advertising of the Bluetooth technology. Inviting customer response to Bluetooth enabled marketing messages is also likely to sum up information overlap amongst friends or peers. Work CitedSheena Leek and George Christodoulides:?Next Generation Mobile Marketing: How Young Consumers counterbalance to Bluetooth-Enabled Advertising? If you want to get a full essay, align it on our website: Ordercustompaper.com

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