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Focuses on current and near‐term efforts to integrate Web browsing, computing, e‐mail, video telephony and voice telephony in a hand‐held device. Concludes with observations about the probable product/markets resulting from integration. Concludes the Far East seems to be the potential market for smart phones.

The purpose of this paper is to assess whether social needs, social influences and convenience of smart phones affects students’ dependence on them. This research also examines whether students’ dependence on smart phones influences their purchase behaviour. This investigation is conducted among the students in a public university in the Federal Territory of Labuan, Malaysia.

The research used a multiple regression analysis in an attempt to achieve the objective. The construct validity was assessed by computing the principal axis factor with varimax rotations. In total, 200 completed and usable questionnaires were received from the respondents who comprised students from a public university in the Federal Territory of Labuan, Malaysia. A simple random sampling method was utilised where every unit in the population had an equal chance to be selected.

Results via multiple regression analysis revealed that social needs and social influences significantly affect students’ dependence on smart phones. The first was found to have the strongest effect. A strong relationship also existed between dependence on smart phones and students’ purchase behaviour.

This study contributes significantly in confirming findings from similar research that could furnish statistical evidence in research findings to the smart phone provider in meeting customer needs to better create up‐to‐date smart phones with recent features through strategic, holistic marketing management and planning.

This research should contribute significantly to academics and educational developers in encouraging the students’ use of personal technologies such as smart phones and tablet PCs to enhance their learning process. On the smart phone provider side, the research findings could motivate them to continuously increase the smart phone functionality to be more relevant to students. The fact that dependence on smart phones contributes significantly in the students’ purchase behaviour may lead to better insights that they depend on the smart phone, which causes them to feel insecure when it is not with them. Their positive experience with smart phones outweighs their negative experience, as their usage of smart phones is high.

The research provides a unique perspective of students’ dependence on smart phones, which is not much covered in the literature in the Malaysia context. The measurement produced can be used as a research tool for more exploratory and explanatory research regarding students’ use of personal technologies such as smart phones and tablet PCs.

Young consumers are particularly vulnerable to the addictive nature of smart phone technology. This paper aims to investigate the smart phone addiction cycle and health outcomes of young and old consumers from the lens of consumers’ mindfulness traits.

Qualitative and quantitative studies reveal that the lack of mindfulness, measured as a mindless trait, is strongly associated with smart phone addictions and health and quality of life outcomes.

Differences in mindlessness and smart phone-generated health outcomes are found between younger and older consumers. The negative impact of mindlessness on quality of life was greater for younger adults than older adults.

This research establishes baseline effects between the mindless trait and smart phone addiction levels.

Paper suggests the marketing of mindfulness programs and the use of marketplace apps to combat addiction issues.

Smart phone addiction is a growing problem, and this paper contributes to the understanding of the problem and offers societal solutions for its resolution.

This is the first empirical paper to investigate the connection between a mindless trait and smart phone tendencies and resulting health outcomes.

The purpose of this study is to find the influence of brand experience on brand equity with the mediation of hedonic emotions, utilitarian emotions and brand personality among the smartphone users in Pakistan.

The survey based on empirical method was used to administrate the questionnaire. The data were collected from a millennial generation in Sargodha city. Skewness, Kurtosis’s, correlation and regression techniques were used to analyze data.

The finding of this study shows that the hedonic emotions, utilitarian emotions and brand personality mediate the relation between brand experience and brand equity. The study will help brand managers and academia in understanding the hedonic and utilitarian emotional pattern, and the congruence between the personality and smartphone brand users and behavior pattern of young users.

Research support the argument that promoting emotional aspects is significant for the sustainability of brand equity of the smart-phone brands. Segments other than young consumers would be more interesting to study.

This paper provides implications for smart phone marketers on smart phone consumption behavior. Marketing managers must link products attributes to the personality of the user and promote them that will emotionally attach users to the product.

This paper presents key findings on smart phone buying experience using utilitarian value approach followed by hedonic consumption approach and found to be significant predicators.

This paper documents and examines the course of the Little‐Smart deployment in China by looking closely at the technology comparison, demand pull and supply push, as well as government regulations.

It deploys an empirical approach and relies on second‐hand statistical data and some interviews.

Findings suggest that the competitive advantages, including the price difference between low mobility services and cellular phone services, are the most significant drivers for the fast deployment and growth of low mobility services including PHS and Little‐Smart service, with the aid of other non‐economic factors. The changing landscape in China's wireless market, including possible significant drop of cellular phone service prices as well as overall business and regulatory dynamics, will create an uncertain future for the Little‐Smart service to move through its product life cycle in the next few years.

Findings of this study could be significant both for China and for other countries to optimize their strategies for low mobility services.

This paper seeks to describe how the special built‐in features of modern smart phones can be used to open up the potential of these devices for use as assistive technologies in supporting the independence and quality of life of vulnerable people.

The paper describes, through a number of relevant examples, how low‐cost, downloadable applications enable the camera, the microphone, the accelerometer, the GPS receiver and the touch‐screen, to be used for specific assistive purposes.

Smart phones and their applications are capable of providing useful support to a range of vulnerable groups including people with sensory disabilities, diabetics and people suffering from mental health problems, epilepsy or communication issues. It is likely that mobile care services using smart phones will be offered in tandem with home telecare services to extend the independence of the service user from the home to the outside environment.

The paper demonstrates how smart phone applications are capable of transforming a high‐performance mobile phone into a number of different assistive devices that can improve the lives of millions of people with and without disability.

The purpose of this paper is to develop a conceptual framework to empirically examine and explain the antecedent factors of consumers’ adoption intention toward co-creatively developed new travel services using smart phone apps. The antecedents include consumer innovativeness, trust, degree of co-creation that results in positive adoption intention. In this study, tourists’ degree of co-creation acts as a mediator between trust and adoption intention.

Data were collected through online surveys from tourists that resulted into a total of 152 valid responses. An analysis of data was done by applying the confirmatory factor analysis along with structural equation modeling.

The findings of this study indicate that both consumer innovativeness and trust significantly affect adoption intention directly and indirectly via degree of co-creation among tourists and e-travel service providers. Degree of co-creation acts as a mediator between the above-mentioned relationships.

Use of smart phone apps by tourists’ and e-travel companies to co-create new services and tourists’ adoption intention have been examined in context of co-created service innovation that limits the generalizability of the results to other industries. A few other limitations are also discussed.

The findings of this study guides the policy planners and e-travel company managers toward application of mobile technology in consumer co-creation in context of service innovation.

Tourists’ trust in the e-travel companies and their innovativeness were found to influence their degree of co-creation, which are instrumental in developing adoption intention toward co-creative new service innovation using smart phone apps in India. This is a significant addition to the existing literature, as studies on co-creation activities aiming to co-develop new services by tourists and e-travel companies in India are scant in number. In addition to this, the newly developed conceptual model also highlights the role of degree of co-creation as a mediator between two antecedents (trust and innovativeness) and outcome (tourists’ adoption intention), which are considered as new additions to the co-creative service innovation literature.

Besides the metrics developed to measure the impact of the video campaign run by the company, the case has serious practical implications for all companies in emerging markets selling budget/low-cost products. Marketing managers can take note of these key performance indicators in evaluating the success of their social media campaigns.More importantly, students need to understand how the campaign managed to integrate uninitiated and less-privileged consumers to the world of social media with aspirational sentiments.

The case deals with a digital media planning activity for a low-cost handset company based in India. TRIVIA International Ltd is a manufacturer and marketer of smart phones and feature phone in the price range of below US$70–100 and US$20, respectively. The phones cater to low-income consumer bracket, which forms the vast microcosm of India. The consumer base is huge, but the purchasing power is very low, so they are at times referred to as the micro-consumer in Bottom of Pyramid approach. To approach this consumer base, Trivia planned a very engaging campaign on social media that yielded positive results, contrary to popular belief that only high-income individuals explore the social media intensively through their smart phones. The chapter ends with a set of recommendations for all digital managers who want to analyse their campaigns effectively via awareness, sentiment and engagement metrics.

The case is meant for all post graduate programs in Business Management, which include the MBAs, Masters in Business Administration and the Executive Development program for managers. The case can also be used in Part Time Business Management programs held over weekends for working professionals. Most likely the students are going to handle this case in their second year of a full-time program or at an advanced level of their career development programs. The subjects so mentioned here were offered as electives or areas of specialization. It is presumed that the students undergoing these courses have basic understanding of marketing management.

Teaching notes are available for educators only.

CSS 8: Marketing.

This study aims to examine factors affecting Chinese adolescents’ purchase intention for local brands; this study focuses on the effects of perceived social status value and materialistic values.

A theoretical model relating perceived social status value of brands to purchase intention, including materialistic values as a moderator, was developed and tested, using a sample of 587 Chinese adolescent respondents. Another experimental study examined the variability of the moderation of materialistic values across different levels of peer pressure in a product usage occasion.

Perceived social status value associated with local and foreign brands significantly influences purchase intention for local brands. Moreover, influence of perceived social status value of local versus foreign brands on local brand purchase intention is greater for materialistic adolescents. Additionally, the moderation of materialistic values is found in a product usage occasion with high peer pressure, but not in an occasion with low peer pressure.

The findings show that perceived social status value associated with brands shapes purchase intention for local brands. The moderating effect of materialistic values is complex and suggests further research. The study’s scope is limited to Chinese adolescents.

The findings provide understanding of the drivers of purchase intention, and thus serve as a guideline for Chinese firms and foreign marketers seeking to enter the growing Chinese market, as well as consumer educators in China.

This study contributes to the limited empirical research into the factors shaping country-of-origin effects. Moreover, the findings suggest the need to consider the moderating role of materialistic values on purchase intention for local brands.

Rapid development of IT and communication technologies resulted in the “Smart” concept, which of late has become quite popular. The smart concept signifies the integration of organizational networks and smart features that enrich the ecosystem, facilitate daily activities for all stakeholders, and for automatization. Smart concept was discussed as a complicated technological infrastructure in urban areas intended to promote economic, social and environmental welfare. The latest technological developments gave rise to the concepts of smart planet, smart city and smart destination that have become important in recent years. Technological innovations have had a big influence on the development of the tourism industry. Smart concept is conceptualized as smart tourism for tourism sector. Smart Tourism generally has a positive effect on the rapid change of information and technology and on the tourism sector, tourism activities and increase in customer satisfaction. In this chapter, the concept of Smart and its smart technologies are explained and information about its reflections on the tourism sector and smart tourism destinations are discussed.