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
Abstract
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...
Subjects
free text keywords: Bluetooth marketing, Technology, Consumer behaviour, Mobile marketing
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