Smartphone Consumer Behaviour – Adopting the Collaborative Information Management Behaviour Model to understand the Use of Smartphone Applications
- When?
- Wednesday 29 February 2012, 15:30 to 16:15
- Open to:
- Staff, Students
- Speaker:
- Dr Christine Rivers
Digital environments have become a significant influence on our consumer behaviour. They help determine decision making, buying behaviour, information management and shape brand perception and learning. The recent boom in the use of smartphones and smartphone applications, as additional marketing tools, challenges existing theories in online consumer behaviour (TAM, MIAC, Flow construct theory, mind-sets). While these theories contribute to our understanding of how online consumers make decisions, the effect of smartphone technology on the consumers’ pre-buying behaviour has yet to be addressed. This prompts three questions: Is smartphone consumer behaviour different from online consumer behaviour? Can conceptual frameworks help understand “smartphone consumer behaviour” and, how can marketers apply a theoretical model to support the customer experience? This paper adopts the conceptual framework of the Collaborative Information Management Behaviour, but suggests the term collective as opposed to collaborative. Focusing on the technical possibilities smartphones offer such as collective information sharing and managing, is a novel approach that contributes to the field of consumer research and to the emergence of new forms of consumer behaviour based on technological advances such as smartphone consumer behaviour.
Biography
Christine Rivers joined the Surrey Business School as Tutor in Marketing in September 2011 after having worked in the Department of Sociology at the University of Surrey as Research Fellow and Associate Lecturer since 2010 and as Graduate Tutor since 2007 whilst conducting her doctoral research in the area of remote tabletop collaboration.
Before her time in Surrey, Christine studied Media & Communication at the University of Vienna, and obtained her Masters in 2005 and qualified as a Journalist in 2003. During and after her studies Christine worked as a Marketing Assistant for different publishing companies and as Project Manager in Advertising and PR for several years.
Most of Christine’s research is focused on consumer behaviour and social marketing. In regards to consumer behaviour, Christine is particularly interested in investigating the use of smartphones and smartphone applications, specifically amongst men and women and the potential as internal and external marketing tools. Her interest in exploring Social marketing focuses on identifying new strategies of funding via social media and investigating the social impact of charities on the local community by means of SROI and other new methods from various disciplines. Currently, Christine is conducting research in the area of smartphone consumer behaviour and the use of smartphones as internal marketing tool in an higher education environment.
