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Understanding Mobile Phone Usage through a Value-Based Approach: Marketing Implications
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Author(s): Yung Kyun Choi (Dongguk University, South Korea)and Sungmi Lee (Innocean Worldwide, South Korea)
Copyright: 2015
Pages: 8
Source title:
Encyclopedia of Mobile Phone Behavior
Source Author(s)/Editor(s): Zheng Yan (University at Albany, State University of New York, USA)
DOI: 10.4018/978-1-4666-8239-9.ch018
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Abstract
As mobile devices increasingly become a ubiquitous and essential part of everyday life, marketers must face a host of new challenges. This new marketing environment requires that marketers understand how consumers use their mobile phones and, more particularly, how they perceive and derive value from doing so. In this article, the authors suggest that mobile services offer either context-related or content-related values. They also explore managerial implications, by revealing factors that influence consumers to utilize mobile phone services.
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