Overview

Consumers are more connected through various types of new information and communication technologies, the main one being the smartphone. This, in turn, has various functionalities, which companies can exploit as a new media channel. Therefore, using the smartphone as a communication channel with the customer can be a great opportunity. This work assesses the extent to which customers are willing to receive personalised advertisements via their smartphone when they are close to the place of purchase. This research was carried out using convenience sampling, obtaining 142 respondents. An electronic questionnaire was used to collect the data. The results analysed showed that in order for there to be a higher degree of agreement on the acceptance of marketing via smartphone, it is necessary to work very well with some variables such as: prior authorisation; personalisation of advertisements, proximity to the place of purchase and the frequency of sending messages. It was also noted that the acceptance of smartphone marketing can generate an increase in the consumer's desire to buy.

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