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

Aroean, Lukman (2010) Product Symbolism and Well being: Exploring the metaphorical meanings of mobile for young people. In: Academy of Marketing, 2010-07-06 - 2010-07-08, Coventry University.

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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.

Item Type: Conference or Workshop Item (Paper)
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Depositing User: LivePure Connector
Date Deposited: 27 Nov 2019 01:23
Last Modified: 08 Jul 2020 23:29
URI: https://ueaeprints.uea.ac.uk/id/eprint/73016
DOI:

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