Abstract

For three decades in the market place, mobile phone has played a significant role to society. With a sample of university students and young people, the paper investigated symbolic meanings of possession and use of mobile pertaining to social, psychological and well-being domains. Employing the ZMET method, the study revealed the thematic symbolism of cultural, social, and psychological and well-being realms of young mobile consumer. The symbolic themes may serve as a basis for mobile marketing strategy and for the advancement of mobile consumer research.