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- Title
ANYTIME/ANYWHERE -- PLAYING CATCH UP WITH THE MIND OF THE SMARTPHONE CONSUMER.
- Authors
Wagner, Juliane
- Abstract
While the global smartphone market is growing rapidly, little is known about how consumers make use of smartphones. Taking an interpretevist approach, this research attempts to advance the field of marketing by providing insights into the mind of the smartphone consumer. The study analyses smartphone users with regards to how they integrate mobile phones into their daily lives and which role mobile location-based services (MLBS) play in this. The study attempts to establish an overall understanding of smartphone usage to enable a closer look at the use of MLBS. The study examines smartphone users in the United Kingdom (UK) and Germany through the construction of mind maps applying the Zaltman Metaphor Elicitation Technique (ZMET). It emerges that three key metaphors are guiding the behavior of smartphone consumers. MLBS appear to play an important role as it is these types of applications that enhance the benefits users gain from using a smartphone. While the core metaphors work across markets, some differences have been detected between the UK and Germany, especially with regards to the relationship users establish with their phone. This research provides important insights for marketers, practitioners and academics on how smartphones are shaping consumer behavior. Additionally, this study provides another example for the value of the application of ZMET in a marketing context as it was proven very insightful, especially for cross-cultural research.
- Publication
International Journal of Mobile Marketing, 2011, Vol 6, Issue 1, p28
- ISSN
1939-1161
- Publication type
Academic Journal