For three decades in the marketplace, mobile phone has played a significant role to society. With a sample of university students and young people, the paper investigated symbolic meanings of possession and use of mobile pertaining to social, psychological and well-being domains. Employing the ZMET method, the study revealed the thematic symbolism of cultural, social, and psychological and well-being realms of young mobile consumer. The symbolic themes may serve as a basis for mobile marketing strategy and for the advancement of mobile consumer research.
|Published - 2010
|Academy of Marketing - Coventry University, Coventry, United Kingdom
Duration: 6 Jul 2010 → 8 Jul 2010
|Academy of Marketing
|6/07/10 → 8/07/10