A Marketing Approach to a Psychological Problem: Problematic Smartphone Use on Adolescents

International Journal of Environmental Research and Public Health, 2020

17 Pages Posted: 12 Jun 2020

See all articles by Adnan Veysel Ertemel

Adnan Veysel Ertemel

Istanbul Commerce University; Bahcesehir University

Ela Ari

affiliation not provided to SSRN

Date Written: April 4, 2020

Abstract

Background: Smartphones have become an indispensable part of the daily lives of adolescents in the 21st century, which is characterized by a highly digitized modern world. Besides their many advantages, smartphones might pave the way to compulsive usage and addictive experiences. To remedy this problem, this study proposes an authentic approach which integrates consumer behavior theories and techniques such as unhook and gamification. An education program has been designed based on these approaches to decrease the problematic smartphone use.

Method: The participants of the education program consisted of 305 students (48.2% girls and 51.8% boys) with a mean age of 14.57 (SD = 0.74). The Demographic Form and Smartphone Addiction Scale for Adolescents (SASA) were conducted before the education program and three weeks after the education. Results: The results of the paired sample t-test analysis before and after the education program revealed that the SASA total scores decreased significantly (p < 0.01). There are significant differences in terms of gender, mothers’ education and class levels.

Conclusion: This research emphasizes the role of an interdisciplinary approach to the addiction problem. The content used in the education program includes strategies that originally aimed at increasing consumption. The effectiveness of the program can be enhanced further in the future along with self-regulatory additions.

Keywords: problematic smartphone use, adolescence, marketing, unhook, gamification

JEL Classification: I20,M31

Suggested Citation

Ertemel, Adnan Veysel and Ari, Ela, A Marketing Approach to a Psychological Problem: Problematic Smartphone Use on Adolescents (April 4, 2020). International Journal of Environmental Research and Public Health, 2020, Available at SSRN: https://ssrn.com/abstract=3604762

Adnan Veysel Ertemel (Contact Author)

Istanbul Commerce University ( email )

Imrahor Cad. No. 90
Sutluce Beyoglu
Istanbul
Turkey

Bahcesehir University ( email )

Ciragan Avenue Osmanpaşa Mektebi Sokak No: 4 - 6
Besiktas
Istanbul, 34353
Turkey

Ela Ari

affiliation not provided to SSRN

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
2
Abstract Views
19
PlumX Metrics