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Social behavior and brand devotion among iPhone innovators

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  • Arruda-Filho, Emílio J.M.
  • Cabusas, Julianne A.
  • Dholakia, Nikhilesh

Abstract

Convergence of communication technologies and innovative product features are expanding the markets for technological products and services. Prior literature on technology acceptance and use has focused on utilitarian belief factors as predictors of rational adoption decisions and subsequent user behavior. This presupposes that consumers’ intentions to use technology are based on functional or utilitarian needs. Using netnographic evidence on iPhone usage, this study suggests that innovative consumers adopt and use new technology for not just utilitarian but also for experiential outcomes. The study presents an interpretive analysis of the consumption behavior of very early iPhone users. Apple introduced iPhone as a revolutionary mobile handset offering integrated features and converged services—a handheld computer-cum-phone with a touch-screen web browser, a music player, an organizer, a note-taker, and a camera. This revolutionary product opened up new possibilities to meld functional tasks, hedonism, and social signaling. The study suggests that even utilitarian users have hedonic and social factors present in their consumption patterns.

Suggested Citation

  • Arruda-Filho, Emílio J.M. & Cabusas, Julianne A. & Dholakia, Nikhilesh, 2010. "Social behavior and brand devotion among iPhone innovators," International Journal of Information Management, Elsevier, vol. 30(6), pages 475-480.
    • Handle: RePEc:eee:ininma:v:30:y:2010:i:6:p:475-480
    DOI: 10.1016/j.ijinfomgt.2010.03.003
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    References listed on IDEAS

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    1. Arruda-Filho, Emílio J.M. & Lennon, Mark M., 2011. "How iPhone innovators changed their consumption in iDay2: Hedonic post or brand devotion," International Journal of Information Management, Elsevier, vol. 31(6), pages 524-532.
    2. Baudier, Patricia & Ammi, Chantal & Hikkerova, Lubica, 2022. "Impact of advertising on users’ perceptions regarding the Internet of things," Journal of Business Research, Elsevier, vol. 141(C), pages 355-366.
    3. Yeh, Ching-Hsuan & Wang, Yi-Shun & Yieh, Kaili, 2016. "Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives," International Journal of Information Management, Elsevier, vol. 36(3), pages 245-257.
    4. Iaia, Lea & Leonelli, Simona & Masciarelli, Francesca & Christofi, Michael & Cooper, Sir Cary, 2022. "The malevolent side of masstige consumers’ behavior: The role of dark triad and technology propensity," Journal of Business Research, Elsevier, vol. 149(C), pages 954-966.
    5. Kang, Young Sik & Min, Jinyoung & Kim, Jeoungkun & Lee, Heeseok, 2013. "Roles of alternative and self-oriented perspectives in the context of the continued use of social network sites," International Journal of Information Management, Elsevier, vol. 33(3), pages 496-511.

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