Using Q-methodology to study the metaphors of consumption for mobile phone users

Fitzgerald, Lynda and Drennan, Judy (2003). Using Q-methodology to study the metaphors of consumption for mobile phone users. In: G. Geursen, R. Kennedy and M. Tolo, ANZMAC 2003 Proceedings: A Celebration of Ehrenberg & Bass: Marketing Discoveries, Knowledge and Contribution. ANZMAC 2003, Adelaide, S.A., (1742-1748). 1-3 December 2003.


Author Fitzgerald, Lynda
Drennan, Judy
Title of paper Using Q-methodology to study the metaphors of consumption for mobile phone users
Conference name ANZMAC 2003
Conference location Adelaide, S.A.
Conference dates 1-3 December 2003
Proceedings title ANZMAC 2003 Proceedings: A Celebration of Ehrenberg & Bass: Marketing Discoveries, Knowledge and Contribution
Place of Publication Adelaide, S.A.
Publisher University of South Australia
Publication Year 2003
Sub-type Fully published paper
ISBN 0868039837
Editor G. Geursen
R. Kennedy
M. Tolo
Start page 1742
End page 1748
Total pages 7
Collection year 2003
Language eng
Abstract/Summary Even before business has really come to grips with the intricacies of incorporating emarketing and e-commerce into their organisational strategies, they are now being encouraged to make significant investments in developing capabilities for mobile phone marketing. Fuelled once again by huge profit predictions reminiscent of the mid-1990s when speaking of e-commerce (Anckar and D’Incau 2002) marketers are tapping into this mobility. So, instead of having to drive consumers to web sites through the ‘sit and search’ context, marketers are now exploring ways to develop strategies to deliver relevant and timely information in a ‘roam and receive’ context directly to their potential customers anywhere, anytime, any place (Mort and Drennan 2002).
Subjects E1
720401 Marketing
350204 Marketing and Market Research
1505 Marketing
Keyword Mobile phones
Metaphors of consumption
Q-methodology
consumer behaviour
Q-Index Code E1

 
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Created: Fri, 24 Aug 2007, 10:08:06 EST