RT Journal Article
SR Electronic
T1 Next-Generation Mobile Marketing: How Young Consumers React to Bluetooth-Enabled Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 44
OP 53
DO 10.2501/S0021849909090059
VO 49
IS 1
A1 Sheena Leek
A1 George Christodoulides
YR 2009
UL http://www.journalofadvertisingresearch.com/content/49/1/44.abstract
AB Mobile devices are attractive media for directly communicating with consumers who have become busier and more difficult to reach. While SMS (short message service) advertising has received some attention in the literature, Bluetooth-enabled advertising is still unexplored. This research aims to investigate younger consumers' acceptance of Bluetooth-delivered advertising. Although the majority of the respondents were willing to accept this form of advertising, they needed both to be in control of the frequency with which they receive messages and also to be reassured that the medium could ensure privacy and security. The research further indicated that peers influence the acceptance of Bluetooth-driven advertising.