publication . Conference object . 2015

Análise das determinantes à receptividade ao bluetooth marketing pelo consumidor português – um estudo empírico

Gonçalves, Paulo; Sá, Inês; Vilas-Boas, Madalena;
Open Access Portuguese
  • Published: 01 Jan 2015
  • Country: Portugal
With the increasing technological innovation, the concept of marketing and its applications become more functional and wide. Today is visible the development of mobile marketing campaigns, ie marketing campaigns for mobile devices (mobile phones, smartphones, PDAs, tablets). Taking advantage of mobile devices services (bluetooth networks, Wi-Fi, WAP, SMS service, MMS) as a vehicle to approach and communicate with consumers, bluetooth technology is a potential way of mobile marketing to become increasingly less invasive to consumers. This study seeks to answer the question "what factors may motivate the Portuguese consumer to adopt the bluetooth marketing?". Acco...
free text keywords: Bluetooth marketing, Technology, Consumer behaviour, Mobile marketing
Related Organizations

Ajzen, I.; Fishbein, M. (1980): Understanding Attitudes and Predicting Social Behaviour. Englewookd Cliffs, NJ: Prentice Hall.

Basheer, A. M. Al-alak; Ibrahim, A. M. Alnawas. (2010): “Mobile Marketing: Examining the Impact of Trust, Privacy Concern and Consumers' Attitudes on Intention to Purchase”, International Journal of Business and Management, Vol. 5, No.3, pp. 28-41.

Decreto-lei nº 7/2004. Diário da República nº5/2004 - I Série A. Ministério da Justiça. Lisboa.

Goneos-Malka, A.; Strasheim, A.; Grobler, A. F. (2014): “Conventionalists, connectors, technoisseurs and mobilarti: Differential profiles of mobile marketing segments based on phone features and postmodern characteristics of consumers”, Journal of Retailing and Consumer Services, Vol. 21, No. 1, pp. 905-916. [OpenAIRE]

Haghirian, P.; Madlberger, M.; Inoue, A. (2008): “Mobile advertising in different stages of development: A cross-country comparision of consumer attitudes”, Proceedings of the 41st Hawaii International Conference on System Sciences (HICSS), pp. 1500-1605. [OpenAIRE]

Jayasingh, S.; Eze, U. C. (2009): “An empirical analysis of consumer behavioral intention toward mobile coupons in Malaysia”, International Journal of Business and Information, Vol. 4, No. 2, pp. 221-242.

Jyotsna. (2014): “Mobile marketing: A new tool in the hand of companies”, Research Directions Journal, Vol. 11, No. 1, pp. 1-12.

Kotler, P., Kartajaya, H. and Setiawan, I. (2010): Marketing 3.0: From products to customers to the human spirit. Hoboken, NJ: John Wiley e Sons, INC.

Leek, S.; Christodoulides, G. (2009): “Next-generation Mobile Marketing: How Young Consumers react to Bluetooth-enabled Advertising”, Journal of Advertising Research, Vol. 49, No. 1, pp. 44-53. [OpenAIRE]

Leppäniemi, M.; Karjaluoto, H. (2008): “Mobile marketing: From marketing strategy to mobile marketing campgain implementation”, International Journal of Mobile Marketing, Vol. 3, No. 1.

Liu, Z.; Xiaopeng, G.; Xiang L. (2010): “Adaptive Random Testing of Mobile Application”, Computer Engineering and Technology (ICCET). [OpenAIRE]

Powered by OpenAIRE Open Research Graph
Any information missing or wrong?Report an Issue