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...