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

Abstract

Purpose

This study seeks to examine 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.

Design/methodology/approach

Q methodology is used with a framework of experiential consumption and perceived consumer value, to examine how consumers' subjective perceptions and opinions of the two areas of interest are shared at a collective level. A total of 40 participants undertook two Q sorts and the data were analysed using PQ‐method.

Findings

The first Q sort identified three clusters of perceived value: the Mobile Pragmatists, the Mobile Connectors and the Mobile Revellers. The second Q sort identified two clusters 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.

Research limitations/implications

The findings show how consumers can be segmented based on their contextualised perceived value of consuming mobile phones. The findings also show that m‐marketing can be tailored to enhance these value perceptions. The study demonstrates how to use Q methodology to examine subjective areas of consumer behaviour. 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

The study contributes to existing theory and practice through using Q methodology to examine two subjective areas of consumer behaviour research: experiential consumption in everyday life and consumer perceived value, which is applied in the context of mobile phones and m‐marketing.

Citation

Andrews, L., Drennan, J. and Russell‐Bennett, R. (2012), "Linking perceived value of mobile marketing with the experiential consumption of mobile phones", European Journal of Marketing, Vol. 46 No. 3/4, pp. 357-386. https://doi.org/10.1108/03090561211202512