Title: Being mobile: Phantasms, Fears,
Attraction
and Ambiguity in Younger Consumers' Subjectivity
Abstract: The
interest
of mobile-marketing to practitioners is obvious. It represents a new,
concise,
effective and direct way to contact consumers in order to make
commercial
offers or simply to enhance relational quality. Although a vast
majority
of consumers in modern societies possess and use mobile, this
relatively
recent device still conveys phantasms, whether positive or negative,
that
can impede the development of m-advertisement. The present study
examines
consumers' mobile subjectivity using an unusual qualitative method: the
Q-method.
Among others, results show that a negative side of mobile subjectivity
exists
even in young consumers' mind and it probably nurtures ambiguous
attitudes
toward madvertising.
Author: Claire
Gauzente