The Bluetooth Enigma: Practicalities Impair Potential - Awareness is High. Can Usage Be Higher?

Antje Cockrill, Mark M. Goode and Amy White

This article analyzes young people’s attitudes toward Bluetooth Proximity Marketing, their intention to use it, and the barriers that deter consumers from using this technology.

The Bluetooth Enigma: Practicalities Impair Potential Awareness is High. Can Usage Be Higher?

Antje Cockrill

Swansea University

Mark M. Goode

Cardiff School of Management

Amy White

Swansea University

INTRODUCTION

The advent of a range of new and exciting technologies has facilitated the development of numerous new direct and mobile marketing strategies. The Mobile Marketing Association (MMA) has defined mobile marketing as a “set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network” (MMA, 2009). A prominent feature of mobile marketing is mobile-phone marketing, which refers...

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