Author： Arthur Damien Sharman Claire Appel Dion Moore Lucy
Publisher： Emerald Group Publishing Ltd
ISSN： 1747-3616
Source： Young Consumers: Insight and Ideas for Responsible Marketers, Vol.7, Iss.3, 2006-06, pp. : 33-38
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Abstract
Purpose ? The purpose of this paper is to provide an explanation for why young consumers adopt interactive technologies. Design/methodology/approach ? The data analysed in this paper was taken from a series of in-depth interviews and two online surveys initially conducted for the 2005 and 2006 Lifelounge Urban Market Reports. Findings ? The results suggest that five key values held by young consumers explain their adoption of interactive technologies. Following the explanation of each finding is a vignette of how the social networking site MySpace utilises interactive technologies to enable young consumers to convey their values. Originality/value ? This paper fills a gap in the literature by providing a values-based structure of why young consumers adopt interactive technologies.
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