Mobile phone consumption and implications for SMS marketing

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.


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

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ID Code: 24162
Item Type: Conference Paper
Refereed: Yes
Keywords: Mobile Phones, Experiential Consumption, SMS-marketing, Q-methodology
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 17 Jun 2009 14:23
Last Modified: 01 Mar 2012 02:15

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