With the emergence of Bluetooth technology and the increasing market penetration of mobile phones the global promotion industry's interest in using this medium as a means of promoting commercial content is rising. However, in spite of the increasing number of companies investing in mobile promotional campaigns, there is, as yet, little academic research on this topic and the nature and implications of the Bluetooth communication channel are not yet fully understood.
This research attempts to help in bridging this gap; it investigates the factors that induce customers to accept the mobile Bluetooth applications and services as a means of communicating promotional content.