Mobile phone consumption and implications for SMS marketing


Autoria(s): Andrews, Lynda; Bennett, Rebekah; Drennan, Judy
Contribuinte(s)

Troilo, G

Data(s)

2005

Resumo

This paper reports on a Q-methodology study on the consumption of mobile phones and opinions on SMS-marketing, extracted from interpretive interviews and focus groups. The Metaphors Q-sort, developed within a framework of Holt's (1995) four metaphors of consumption, identifies three experiential value clusters in the consumption of mobile phones: the Mobile Pragmatists, the Mobile Connectors and the Mobile Revelers. The SMS-marketing Q-sort identifies two key clusters of subjective opinions on various aspects of SMS-based mobile-marketing. By integrating the findings from these two Q-sorts, we demonstrate that while all three value clusters express positive opinions towards ‘location specific’ and ‘customer initiated contact’ SMS-marketing, there are noticeable differences in how marketers should develop their strategies to maximize the consumers’ perceived experiential value derived from the consumption of their mobile phones. Keywords: mobile phones; experiential consumption: SMS-marketing; Q-methodology

Formato

application/pdf

Identificador

http://eprints.qut.edu.au/24162/

Publicador

Universita Bocconi

Relação

http://eprints.qut.edu.au/24162/1/24162.pdf

Andrews, Lynda, Bennett, Rebekah, & Drennan, Judy (2005) Mobile phone consumption and implications for SMS marketing. In Troilo, G (Ed.) Rejuvenating Marketing: Contamination, Innovation, Integration: Proceedings of the 34th European Marketing Academy Conference (EMAC), 24 May - 27 May , Italy, Milan.

Fonte

QUT Business School; School of Advertising, Marketing & Public Relations

Palavras-Chave #150599 Marketing not elsewhere classified #Mobile Phones, Experiential Consumption, SMS-marketing, Q-methodology
Tipo

Conference Paper