Sheena Leek and George Christodoulides explore consumer undefendableness to Bluetooth delivered denote in their make-up titled, ? following(a) generation expeditious Marketing: How Young Consumers react to Bluetooth-Enabled advert?. investigate was primarily ground on a five-point ?Likert item? canvas tent designed to assess the frequency of call of Bluetooth applications amongst young consumers, the motives for hire, attitudes & perceptual experience of young consumers towards roving advertise and in particular towards Bluetooth. The field of study as well as examined the influence of looks on respondents? behavioural inclinations. Secondary look for indicated that consumers in the 19-29 geezerhood age base were the most evaluate of mobile merchandising and the most receptive to new technologies. Accordingly, the conform to sample consisted of individuals from this age group, of which 54% were students, 44% were employed and 2% unemployed. The study reveale d that a signifi fuckingt pct of respondents (close to 40%) with Bluetooth-enabled mobiles had never employ this application. The survey validated that respondents were moreover accepting of text & Bluetooth enabled publicizing and that consumers were, in particular, receptive to change messages. Respondents showed a strong taste for having the option to receive or stop receiving advertisements. As with diametric studies on mobile grocery storeing, this study confirmed that privacy and warrantor of information argon a major c erstrn amongst consumers; as a result, consumers pay immenseness to the reputation of the mobile advertiser. An make by 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? use up of the Bluetooth technology. Managerial ImplicationsThe advantages of deploying a Bluetooth enabled merchandising strategy are clear; images, documents, audio files an d videos can be easily communicate thus all! owing advertisers to invoke unperceivable priming. Further, Bluetooth enabled advertising could be inquisitively useful and effective when customization based on geographical locations of market segments are called for. Mobile merchandise and Bluetooth enabled marketing are also conducive to evoking client battle through advertisements that encourage customer response. Another obvious barely nevertheless meaning(a) discount of this study is that mobile marketing, particularly Bluetooth-enabled marketing should be utilise 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 therefore 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 lease to use this method of advertising only in those markets where they lease naturalised 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 at once a workweek. Given that this medium of parley is fairly personal, transmittal marketing messages via the mobile more than once a week runs the risk of being seen as an impact of personal berth and causing frustration/annoyance amongst consumers. In this sense, this medium of advertising limits the frequency with which marketers can reach out to their tar hasten audience. An impo rtant finding of the study is that peers are seen to ! have a earthshaking influence on consumer use of technologies much(prenominal) as the Bluetooth application. Marketers should call back using elements of social consequence in their general advertising of the Bluetooth technology. Inviting customer response to Bluetooth enabled marketing messages is also likely to sum up information share-out 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: OrderCustomPaper.com
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