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Chhateja JAGRITI

1. Understanding Generation Y and their Perspective on Proximity and Permission based SMS Marketing
Rezumat:Mobile Phone usage
extensively increased in India where around 50% population is under the age of 25 years. This paper explores characteristics of Indian Gen-Y, particularly of Tier-1 and Tier-2 cities. The paper further delves into the arena of SMS Marketing and how Gen-Y perceives and develops attitude for this dimension. We found that Gen-Y is tech-savvy with an individualistic approach and high aspirations. Gen-Y is willing to embrace SMS Campaigns from the brands they use and admire, if prior permissions have been taken for sending out messages and are personalized and exclusive. However, they were not willing to embrace location based promotions as they think such campaigns would influence their privacy.
Autor(i):Jain VARSHA, Chhateja JAGRITI
Publicat în:Revista Română de Marketing 4/2014 [Volume 9, Issue 4] (octombrie-decembrie)
Cod citare:6792

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