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Mobile devices are attractive media for directly communicating with consumers whohave become busier and more difficult to reach. While SMS (short message service)advertising has received some attention in the literature, https://www.51lunwen.org/liuxuelunwendx/Bluetooth-enabledadvertising is still unexplored. This research aims to investigate younger consumers'acceptance of Bluetooth-delivered advertising. Although the majority of therespondents were willing to accept this form of advertising, they needed both to be incontrol of the frequency with which they receive messages and also to be reassuredthat the medium could ensure privacy and security. The research further indicated thatpeers influence the acceptance of Bluetooth-driven advertising.

INTRODUCTION
The on-the-go lifestyles of today's consumers make them harder than ever to reach. But new ways to reach target audiences are evolving to stand up to the challenge. In particular, mobile penetration is approaching nearly 100 percent—one mobile phone for every individual in most Western留学生论文代写 countries{The Economist, 2005). With such market penetration, "always-on-always-with-you" mobile de-vices present marketers with new advertising opportunities (DMA, 2005). Besides their unprecedented reach, mobiles represent an exemplary medium for direct-response advertising (Schofield,1994; Woodside and Motes, 1980; Woodside andesine, 1991) by allowing advertisers to elicit an immediate and direct consumer response. Direct marketing is most effective when it is possible to accurately track effectiveness and thereby justify the investment in its services—a benefit that be-comes more important in light of recent pressure son marketers to be financially accountable (Gupta,Lehmann, and Stuart, 2004; Rust, Lemon, and Zenithal, 2004).Some have predicted that worldwide mobile advertising will surge from $1.5 billion in 2007 to$11 billion in 2011, driven by such factors as the declining cost of high-quality multimedia hand-sets and the steady rollout of high-speed net-works. If those forecasts prove correct, mobile advertising will become the fastest growing pro-motional channel (Walton, 2006). Along with the hardware and software, mobile's audience is ex-pending, too. By 2011, analysts predict that the number of mobile subscribers worldwide wool reach4 billion.Jupiter Research recently reported that about 22percent of companies that advertise online have also tried mobile marketing (Ask, 2006). Early adopters of the new marketing medium notably have included wireless providers, media enter-prizes, and companies within the automotive, financial services, food services, and consumer-packaged-goods industries. The same study reports that mobile advertisements tend to target younger audiences—people who are more likely to be in-innovators as well as early adopters of new information technologies (e.g., Dank and MacLachlan,1983; Libya and Kin near, 1981; Venkatraman, 1991).Short message service (SMS) advertising has received considerable attention in marketing lit-erasure (Carroll, Barnes, Sconavacca, and Fletcher,2007; Dross’s et al., 2007; Okazaki and Taylor,2007; Retie, Grand colas, and Deacons, 2005). By contrast, however, academic circles have largely Ignored Bluetooth-enabled advertising, de-spite its recognition by advertisers as ineffective advertising tool. The difference in technologies—an本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。