Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.22/7234
Título: Determining the receptivity to the bluetooth marketing by the portuguese consumer
Autor: Sá, Inês
Gonçalves, Paulo
Vilas-Boas, Madalena
Palavras-chave: Bluetooth marketing
Consumer behaviour
Mobile marketing
Technology
Data: 2015
Editora: ACPI - Academic Conferences & Publishing International
Citação: Sá, I., Gonçalves, P. & Vilas-Boas, M. (2015)
Resumo: With increasing technological innovation, the concept of marketing and its applications become more functional and wide. Today, we witness a steady growth in the development of mobile marketing campaigns, i.e., marketing campaigns targeting mobile devices (mobile phones, Smartphones, PDAs, tablets). Among the several mobile technologies available (Bluetooth networks, Wi-Fi, WAP, SMS service, MMS), Bluetooth seems to have the biggest potential for the least invasive consumer mobile marketing strategy. This study seeks to answer the question "what factors may motivate the Portuguese consumer to accept Bluetooth marketing?.“ We propose a conceptual model capable of investigating the relationships between the several responsiveness factors to Bluetooth marketing. The development of a set of hypotheses supported by an online questionnaire to a valid sample of 755 participants, demonstrates that there is a relationship between factors such as expanded knowledge of the technology, and Bluetooth marketing receptivity. Additionally, we find that the information value of mobile advertising messages, such as entertainment value and personalization, relates well to responsiveness. The ability to accept/dismiss promotional messages sent to mobile phones and other safety features also correlated well with Bluetooth marketing receptivity.
Peer review: yes
URI: http://hdl.handle.net/10400.22/7234
ISSN: 978-1-910810-31-6
Aparece nas colecções:ISCAP - Gestão - Comunicações em eventos científicos

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