Communication and Marketing in a Mobilized World: Diary Research on 'Generation Txt'

European Advances in Consumer Research, Vol. 6, pp. 147-152, Darach Turley and Stephen Brown, eds., Association for Consumer Research, 2003

6 Pages Posted: 12 Apr 2012

See all articles by Anthony Patterson

Anthony Patterson

University of Liverpool

Steve Baron

University of Liverpool - Management School (ULMS)

Kim E. Cassidy

affiliation not provided to SSRN

Date Written: April 11, 2003

Abstract

These few words attempt to understand why young people send each other text messages. The paper presents a textual analysis of the function, form and flow of text traffic produced and consumed by 105 young people. Over a weeklong period they kept qualitative diaries, dubbed 'text-books,’ detailing their incoming and outgoing tally of texts. It is proposed that the themes of efficiency, discretion, crudity, frankness, and novelty collectively conspire to make texting an attractive proposition to young people. The paper concludes by sounding a note of caution to marketers eager to embrace the medium of SMS marketing.

Keywords: Texting, Text Messaging

Suggested Citation

Patterson, Anthony and Baron, Steve and Cassidy, Kim E., Communication and Marketing in a Mobilized World: Diary Research on 'Generation Txt' (April 11, 2003). European Advances in Consumer Research, Vol. 6, pp. 147-152, Darach Turley and Stephen Brown, eds., Association for Consumer Research, 2003, Available at SSRN: https://ssrn.com/abstract=2038562

Anthony Patterson (Contact Author)

University of Liverpool ( email )

Chatham Street
Liverpool, Merseyside L69 7ZH
United Kingdom

HOME PAGE: http://www.liv.ac.uk/management/staff/anthony-patterson/

Steve Baron

University of Liverpool - Management School (ULMS) ( email )

Chatham Street
Liverpool, L69 7ZH
United Kingdom

Kim E. Cassidy

affiliation not provided to SSRN ( email )

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
71
Abstract Views
763
rank
409,175
PlumX Metrics