Abstract:

Mobile-marketing raises a great interest among marketing practitioners. 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 madvertisement. The present study examines consumers' mobile subjectivity using a qualitative method called the Q-method. Among others, results show that a negative side of mobile subjectivity exists even in young adults' mind and that it probably nurtures ambiguous attitudes toward madvertising.