Next-Generation Mobile Marketing: How Young Consumers React to Bluetooth-Enabled Advertising

Sheena Leek and George Christodoulides

Mobile devices are attractive media for directly communicating with consumers who have become busier and more difficult to reach.

Next-Generation Mobile Marketing: How Young Consumers React to Bluetooth-Enabled Advertising

Sheena Leek and George ChristodoulidesThe Birmingham Business School, UK

INTRODUCTION

The on-the-go lifestyles of today's consumers make them harder than ever to reach....

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