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    Next generation mobile marketing: how young consumers react to bluetooth enabled advertising

    Leek, S. and Christodoulides, George (2009) Next generation mobile marketing: how young consumers react to bluetooth enabled advertising. Journal of Advertising Research 49 (1), pp. 44-53. ISSN 0021-8499.

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    Abstract

    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.

    Metadata

    Item Type: Article
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Sarah Hall
    Date Deposited: 09 Sep 2014 13:54
    Last Modified: 09 Sep 2014 13:54
    URI: http://eprints.bbk.ac.uk/id/eprint/10471

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