Product Symbolism and Well being: Exploring the metaphorical meanings of mobile for young people

Research output: Contribution to conferencePaper

Abstract

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.
Original languageEnglish
Publication statusPublished - 2010
EventAcademy of Marketing - Coventry University, Coventry, United Kingdom
Duration: 6 Jul 20108 Jul 2010

Conference

ConferenceAcademy of Marketing
CountryUnited Kingdom
CityCoventry
Period6/07/108/07/10

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