How “phubbing” becomes the norm: The antecedents and consequences of snubbing via smartphone

Smartphones allow people to connect with others from almost anywhere at any time. However, there is growing concern that smartphones may actually sometimes detract, rather than complement, social interactions. The term “phubbing” represents the act of snubbing someone in a social setting by concentrating on one’s phone instead of talking to the person directly. The current study was designed to examine some of the psychological antecedents and consequences of phubbing behavior. We examined the contributing roles of Internet addiction, fear of missing out, self-control, and smartphone addiction, and how the frequency of phubbing behavior and of being phubbed may both lead to the perception that phubbing is normative. The results revealed that Internet addiction, fear of missing out, and self-control predicted smartphone addiction, which in turn predicted the extent to which people phub. This path also predicted the extent to which people feel that phubbing is normative, both via (a) the extent to which people are phubbed themselves, and (b) independently. Further, gender moderated the relationship between the extent to which people are phubbed and their perception that phubbing is normative. The present findings suggest that phubbing is an important factor in modern communication that warrants further investigation

Young Adults’ Cellphone Dependence, Stress, Depression and Self-Esteem

Cellphones have become an indispensable communication device, especially for young adults. Based on an online survey conducted in the Midwest, USA, the current study examined young adults’ (N = 1,659, M age = 19.38, SD = 1.71) use of cellphone and its influence on their psychosocial states. Almost 90% of the participants owned their first cellphone at age 14 or younger; 96.5% of the cellphone owners were smartphone users. Women spent significantly longer time for both voice calling and texting, were more cellphone dependent, stressed and depressed than men. Both men and women spent significantly more time for texting than voice calling. Path analysis revealed that the time spent for texting and the fear of social isolation for being a non-texting user predicted cellphone dependence, which subsequently predicted self-esteem; the latter relationship was mediated by the level of perceived stress and depression. Implications of the findings are discussed

Pokemon Go: A Study on Fit in Virtual-Reality Integration

Augmented reality has become a trend today. The effects of Pokémon Go, the most popular smart phone game recently, on medicine and tourism have been explored in many studies. However, few studies on the cognition and the consistence between emotions and the integration of virtuality (the Pokémon projected in the game) and reality (information quality) have been done. With the Stimulus-Organism-Response (S-O-R) model as the framework, this study aims to explore the fit (cognitive/emotional) and reactions (user satisfaction) of the user in the virtuality-reality integration. According to the findings of this study, information quality and virtual features have significant influence on cognitive and emotional fit and emotional fit has significant influence on user satisfaction; however, cognitive fit doesn’t have significant influence on user satisfaction. It has been found that the user pays much attention to his/her feelings when playing games. Therefore, we should get acquainted with the types and emotions of game players in addition to maintaining the quality of games

Revolutionizing the supermarket experience : the effect of real time promotions on coupon conversion and brand equity

Retailers face a complex task in designing promotional strategies in today’s business environment and, since Millennials will revolutionize consumer marketing, it is critical for companies to succeed in attracting them in order to thrive. As consumers shop while using their smartphone, there is an opportunity window for retailers to easily attract them, by sending push notifications with Real Time Promotions to their smartphones. Hence, the main purpose of this dissertation is to understand whether having Real Time Promotions, in the form of digital coupons, increases coupon redemption and retailer’s brand equity. It also aims to understand if the form in which the coupon is presented, either percentage or cents-off, influences its usage by consumers. Additionally, it will allow us to see if there is a specific consumer profile who will value the most these promotions. For this matter, an online experimental study and seven in-depth interviews were made to reach insightful information. The main conclusions taken from the present study indicate that RTP may increase coupon redemption since coupons are delivered in the store and available for a short time period, signalling time urgency. Regarding the coupon face value, being framed in percentage-off (vs. cents-off) increases coupon redemption for both low-priced and high-priced products, in a supermarket context. Moreover, the implementation of Real Time Promotions enhances retailer’s Brand Equity and these promotions were found to be more relevant for younger consumers.Os retalhistas enfrentam uma tarefa complexa ao desenvolver estratégias promocionais no atual ambiente de negócios e, uma vez que os Millennials irão revolucionar o marketing de consumo, é fundamental que as empresas consigam atraí-los para prosperar. Uma vez que os consumidores utilizam o telemóvel enquanto fazem compras, existe uma oportunidade para os retalhistas os atraírem facilmente enviando notificações com promoções em tempo real para os seus smartphones. Assim, o objetivo principal desta dissertação é perceber se as Promoções em Tempo Real, na forma de vales de desconto digitais, aumentam a redenção dos mesmos e a brand equity do retalhista. Este estudo pretende também investigar se a forma em que o cupão é apresentado, quer em percentagem ou dinheiro, influencia o seu uso pelos consumidores e se existe um perfil específico do consumidor que valorize mais estas promoções. Com este propósito, um questionário on-line e sete entrevistas foram feitas para obter informações mais detalhadas. As principais conclusões do presente estudo indicam que as Promoções em Tempo Real podem aumentar o uso de vales de desconto, uma vez que são entregues em loja e estão disponíveis por um período limitado de tempo, criando pressão no consumidor. Verificou-se também que os cupões em percentagem, em vez de euros, têm um resgate maior tanto para produtos mais baratos como para os produtos mais caros. Além disso, a implementação destas promoções aumenta a brand equity do retalhista e é mais relevante para os consumidores mais jovens

Mobile commerce adoption in India, a revised technology acceptance model

Nowadays, Mobile Commerce (M-Commerce) is expected to make a substantial impact on the business landscape. In India, the mobile cellular market is the fastest growing telecommunication market in terms of subscribers and popularity and is expected to grow by 55% from its present size of $2 billion to$19 billion by 2019. This research presents an extended Technology Acceptance model (TAM) that integrates extracts from the Unified Theory of Acceptance and Use of Technology (UTAUT), Personal Innovativeness and Trust into the TAM to investigate what determines user Mobile Commerce (MC) acceptance in India. The proposed model was empirically tested using data collected from a survey of 249 Indian Mobile Commerce users. Confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity of the measurement model and Structural Equation Modeling (SEM) to evaluate the causal model. The findings demonstrate the applicability of the modified TAM in assessing Mobile Commerce acceptance in India. From the study it can be seen that Mobile Commerce acceptance in India is influenced directly by Perceived Usefulness (β=0.443, p<0.001) Perceived Ease of Use (β=0.442, p<0.001) less so by Social influence (β=0.086, p<0.05) and indirectly by Facilitating Conditions (β= 0.554, p<.001) and Trust (β=0.068, p<0.05). A Multi-Group analysis based on gender (exogenous) and Frequency of Use (endogenous) was also conducted to gain a better understanding of the underlying Sub-Group dynamics. The recommendations made for the Indian Mobile Commerce sector based on the implications of the research and the typology for future research are also outlined

Students' dependence on smart phone and its effect on purchase behavior

This study explores effect of social need, social influence and convenience on university student’s dependence on smart phones and on its purchase behavior. Survey method was used to collect data from 337 respondents and structural equation modelling was used to test the hypothesis. Overall results provide evidence that social need, social influence and convenience significantly affect students’ dependence on smart phone. A significant relation also existed between student’s dependence on smart phone and purchase behavior. This research provides customer insight to smart phone manufacturers and suppliers in meeting customer needs. Further it provides an exclusive viewpoint of students’ dependence on smart phone and its effect on purchase behavior, which were not covered earlier in Pakistani context

Factors influencing the intention to accept advertising in mobile social networks

The aim of the article. The role and importance of advertising in today's world is no secret. Advertising can have a significant role on consumer behavioral intention. Increasing the use of mobile and social networks in mobile phones has provided a new opportunity for marketers to continuously advertise their products or services and also communicate directly with their consumers. Nevertheless, the trust of audiences on mobile advertising has been significantly reduced and people often consider mobile advertising as tool for companies deception. Given that between consumer attitude to general advertising and advertising on mobile there is a difference. It’s not clear what is consumers attitude about advertising messages on their mobile and mobile social networks and how their attitude affects consumers intention to acceptance. In order to address the influencing factors on mobile advertising acceptance the model was developed. This model examines social norms, influential factors on consumers’ attitude and intention to accept advertisements in mobile and mobile social networks. The results of the analysis. To test the research model, the data of 436 mobile users in Mashhad, Iran was collected by questionnaire. Data analysis was conducted using Structural Equation Modeling (SEM) by Amos software. Findings show that social norms have significant impact on usefulness and perceived ease of use of mobile advertising. Moreover, trust, perceived usefulness and perceived ease of use have positive impact on users’ attitude toward mobile advertising. Finally it was shown that perceived usefulness and attitude toward mobile advertising has impact on intention to accept mobile advertising. Subject to the fact that this medium is in its emerging stage in Iran, this research findings are interpretable and extensible. Conclusions and directions of further researches. Research findings indicate that entertainment, informativeness, irritation, credibility, personalization, permission and subjective norm impact on attitude toward mobile advertising and subjective norm, incentives and attitude toward mobile advertising impact on intention to accept positively. In the meantime, there is a significant relationship between attitude and intention to accept and consumers’ behavior toward mobile advertising. This study clearly demonstrates the prevalence of mobile advertising campaigns and provides important insights into consumers’ engagement with mobile advertising activities. This study found that successful engagement of customers in mobile marketing requires marketers focus their strategies and tactics around value creation. The findings reported in this paper should help marketers to design campaigns that focus more closely on the target audience. The topic of mobile marketing in mobile phones and mobile social networks is important to both marketing executives and marketing researchers. This paper provides results that do facilitate research efforts focused on mobile media and aid marketers in their quest to achieve mobile advertising success. This study contributes to fulfilling the need for research evidence

Snapping Live: Exploring the Effects of Ephemerality Nature of Messaging in Social Media Settings

Ephemeral messaging apps such as Snapchat has become a very popular app with young adults. The Snapchat application defined as an instant messaging app that allows its users to take pictures, videos, add a captions, doodles and send the content to a friend or add it to the user’s story. Importantly, “the snaps” will self-destruct after a specified period of time. Further investigation regarding the effects of using ephemeral nature of messaging in Computer-Mediated Communication (CMC) is explored in the theoretical framework of Hyperpersonal. This study was designed to examine the role of ephemeral nature of messaging in social media settings. Using responses from an online survey regarding Snapchat intensity, Self-Disclosure, Self- Presentation, Social Presence, Self-Destructing Messages and synchronous communication scales were examined. Direct relationships were examined with simple correlation. Finally, a complete model was tested using structural equation modeling. Results demonstrate that Snapchat users mainly share selfies that are mostly taken at home and primarily for communication with close friends and family. Also, results of SEM model indicate that Snapchat intensity was significantly related to Hyperpersonal communication (Walther, 1996). However, it was found that Social Presence, Ephemerality: Self-Destructing Messages scales are positive predictors of Ephemerality: Synchronicity. The findings are seen as an attempt to adapt the framework of Hyperpersonal theory (Walther, 1996). The results of the study will allow the researcher to better understand and measure the Ephemerality: Synchronicity and Hyperpersonal constructs as well as increase researchers understanding of the role of ephemerality nature of messaging in social media platforms

Measuring customer-based brand equity of Samsung mobile phones among Generation Y

Thesis (Ph.D. (Marketing))--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic & Business Sciences, 2017Keywords: brand equity, Samsung mobile phones, Generation Y, brand awareness, brand image, perceived quality, brand loyalty, brand satisfaction, brand love and consumption values. Samsung is the leading brand in the mobile phone industry, and is dominant over fierce competitors, such as Apple, Nokia, Huawei and Blackberry. This is evident from the 2016 global market share figures, where Samsung occupies the top position with 21.6%. The Samsung brand is also dominant in South Africa, having captured 46% of the market share. Consumers are also willing to pay a price premium for Samsung mobile phones. For example, as at June 2017, the Samsung S8 smartphone retailed for up to R14,799, with consumers still willing to pay this price. While from an organisation’s perspective the success of Samsung in the mobile phone industry is accredited to the global establishment of production bases, overhaul of quality standards, paradigm shift in management philosophies and substantial investment in marketing and product design, there is a need to understand what drives Samsung’s brand equity from consumers’ perspective. The understanding of Samsung’s brand equity is even more important among Generation Y, due to the fact that they constitute 25% of South Africa’s population, have a high purchasing power for luxury and technological products, and 95% of them own a mobile phone in South Africa. They use their phones to communicate with family and friends, listen to music and watch YouTube videos. For the measurement of brand equity, so that marketers are informed of the performance of their marketing and brand strategies, researchers recommend the examination of its sources. Models devised by Aaker (1996) and Keller (1998) provide various sources of brand equity, but how and which of these sources best influence brand equity has not been determined. Esch, Langner, Schmitt and Geus (2006) recommend that in order to measure brand equity holistically, sources of brand equity, including brand awareness, brand image, perceived quality, brand associations and brand loyalty should be measured in conjunction with other important brand relationship factors such as brand trust, brand satisfaction and brand attachment or love. This is particularly so, because consumers who have a strong relationship with a brand are likely to demonstrate positive attitude towards it. Despite this view, most researchers who have adopted the Aaker (1996) and Keller (1998) models to measure CBBE have not considered the explanatory roles of the brand relationship variables. iv Another important factor ignored in the measurement of sources CBBE are the various values (such as functional, monetary, emotional, customisation, and relational), as proposed by Chuah, Marimuthu and Ramayah (2014), consumers enjoy from the consumption of a brand. Recognising the importance of uncovering the value inferences that consumers hold of a brand, Keller (2003) suggests three types of values or benefits (functional, experiential, and symbolic benefits) consumers may enjoy from a brand. The monetary value, according to other authors, can also be important. How these values lead to brand equity, if at all, were, however, not further explored. This study therefore integrated the Aaker and Keller’s brand equity models, Esch et al. and Chuah et al. brand relationship and consumer value models, respectively, to propose an integrated conceptual model with eighteen hypotheses to measure the sources of Samsung’s mobile phones brand equity among Generation Y. Quantitative methodologies were used to collect data from 651 undergraduate and postgraduate students studying at the University of Johannesburg and University of the Witwatersrand to empirically test the proposed model. The hypothesised relationships in the model were empirically tested using structural equation modeling. The results revealed that out of the eighteen hypotheses tested, twelve were accepted. Specifically, brand awareness, brand image, perceived quality, monetary value and functional value had a positive effect on brand satisfaction. Brand satisfaction positively drives brand love. Consumers who expressed love for the Samsung mobile phone brand were found to be loyal. Brand loyalty, which was found to have a positive impact on brand equity, was influenced positively by monetary value. In addition to brand loyalty, brand equity was influenced positively by perceived quality, monetary value and symbolic value. Overall, 56% of Samsung mobile phone brand equity was explained by brand awareness, brand image, perceived quality, monetary value, functional value, symbolic value, brand satisfaction, brand love and brand loyalty. While it will be important for future studies to identify other factors, which may increase the explanatory power of Samsung’s brand equity among Generation Y in South Africa, this study’s theoretical contribution suggests an integrated conceptual model to holistically measure customer-based brand equity not only in the telecommunication sector, but for other products and sectors. Practically, Samsung and other marketers responsible for managing competing v brands such as iPhone, Nokia, Huawei can use these findings to develop relevant marketing strategies that resonate with this large and lucrative Generation Y market segment.GR201

Correlation of Loneliness and Impulsivity with Academic Adjustment of Female Students: Mediated by Smartphone Addiction

Background: The transition to school brings about changes in a student’s self-perception and relationships with others, which can make adjustment difficult. This research aimed to investigate the mediating role of smartphone addiction in the correlation between loneliness and impulsivity with academic adjustment in female high school students.Methods: The statistical population of this descriptive-correlational study included all female high school students in Ahvaz, Iran, during 2022-23 academic year. The stratified cluster sampling method was employed to select 406 students as the research sample. The research instruments included the Academic Adjustment Scale, Loneliness Scale, Impulsivity Inventory, and Mobile Phone Addiction Scale. The proposed model was evaluated through path analysis in SPSS version 26 and AMOS version 25, while the indirect paths were tested through bootstrapping.Results: There was a negative correlation between smartphone addiction (r=-0.43, P=0.001), loneliness (r=-0.32, P=0.001), and impulsivity (r=-0.27, P=0.001) with academic adjustment in the students. In contrast, there was a positive correlation between smartphone addiction and loneliness (r=0.31, P=0.001) as well as impulsivity (r=0.32, P=0.001). Moreover, there was a positive correlation between impulsivity and loneliness in the students (r=0.45, P=0.001). The results showed that all direct paths, except loneliness, were significantly correlated with academic adjustment (P<0.001). Indirect paths to academic adjustment were also significant when mediated by smartphone addiction (P<0.001). According to the results, the research model had a good fit (TLI=0.94, CFI=0.96, NFI=0.96, and RMSEA=0.059).Conclusion: Based on the research model, impulsivity and smartphone addiction had a negative correlation with the academic adjustment of female students. Smartphone addiction played a mediating role in the correlation between loneliness and impulsivity with the adjustment of female students. The results can provide a good model for designing and developing specific plans to prevent academic failure and improve academic adjustment