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Determining the receptivity to the bluetooth marketing by the portuguese consumer

dc.contributor.authorSá, Inês
dc.contributor.authorGonçalves, Paulo
dc.contributor.authorVilas-Boas, Madalena
dc.date.accessioned2015-12-23T09:04:29Z
dc.date.available2015-12-23T09:04:29Z
dc.date.issued2015
dc.description.abstractWith 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.pt_PT
dc.identifier.citationSá, I., Gonçalves, P. & Vilas-Boas, M. (2015)pt_PT
dc.identifier.issn978-1-910810-31-6
dc.identifier.urihttp://hdl.handle.net/10400.22/7234
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherACPI - Academic Conferences & Publishing Internationalpt_PT
dc.subjectBluetooth marketingpt_PT
dc.subjectConsumer behaviourpt_PT
dc.subjectMobile marketingpt_PT
dc.subjectTechnologypt_PT
dc.titleDetermining the receptivity to the bluetooth marketing by the portuguese consumerpt_PT
dc.typebook part
dspace.entity.typePublication
oaire.citation.conferencePlaceISCAP, IPP - School of Accounting and Administration at the Polytechnic Institute of Porto, Portugalpt_PT
oaire.citation.endPage405pt_PT
oaire.citation.startPage398pt_PT
oaire.citation.title2nd European Conference on Social Media ECSM 2015pt_PT
rcaap.rightsopenAccesspt_PT
rcaap.typebookPartpt_PT

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