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Linking perceived value of mobile marketing with the experiential consumption of mobile phones

Andrews, Lynda, Drennan, Judy, & Russell-Bennett, Rebekah (2012) Linking perceived value of mobile marketing with the experiential consumption of mobile phones. European Journal of Marketing, 46(3/4), pp. 357-386.

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Abstract

Purpose – This study examines the nature of consumers’ perceptions of the value they derive from the everyday experiential consumption of mobile phones and how mobile marketing (m-marketing) can potentially enhance these value perceptions. Methodology – Q methodology is used to examine how consumers’ subjective perceptions and opinions are shared at a collective level. Forty participants undertook two Q sorts and the data was analysed using PQ-method. Findings – The first Q sort identified three profiles of perceived value: the Mobile Pragmatists, the Mobile Connectors and the Mobile Revellers. The second Q sort identified two profiles of perceived value of m-marketing: one emerging from the shared opinions of the Mobile Pragmatists and the Mobile Connectors, and the second from the Mobile Revellers. Implications/limitations – The findings show how consumers can be segmented based on their contextualised perceived value of consuming mobile phones and how the potential for m-marketing is perceived in ways that can enhance these value perceptions. Limitations relate to deriving statements for the Q sorts and the generalisability of the results. Practical implications – The findings highlight ways to tailor m-marketing strategies to complement consumers’ perceptions of the value offered through their mobile phones. Originality/value of paper – The study contributes to the literature through using Q methodology to examine two subjective areas of consumer behaviour, experiential consumption and consumer perceived value. Keywords mobile phones, mobile phone marketing, consumer perceived value, Q methodology, experiential consumption Classification Research paper

Impact and interest:

3 citations in Scopus
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1 citations in Web of Science®

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ID Code: 48025
Item Type: Journal Article
Additional Information: EarlyCite Article
Keywords: mobile phones, mobile phone marketing, consumer perceived value, Q methodology, experiential consumption
ISSN: 0309-0566
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2012 Emerald Group Publishing Ltd
Deposited On: 12 Jan 2012 10:14
Last Modified: 10 Aug 2012 22:54

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