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

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  • Adnan Veysel Ertemel

    (Istanbul Commerce University, Faculty of Business Administration, International Trade Department, 34445 Istanbul, Turkey)

  • Ela Ari

    (Istanbul Medipol University, Faculty of Humanities and Social Sciences, Psychology Department, 34810 Istanbul, Turkey)

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.

Suggested Citation

  • Adnan Veysel Ertemel & Ela Ari, 2020. "A Marketing Approach to a Psychological Problem: Problematic Smartphone Use on Adolescents," IJERPH, MDPI, vol. 17(7), pages 1-17, April.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:7:p:2471-:d:341520
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    References listed on IDEAS

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    1. Christos C. Frangos & Constantinos C. Frangos & Apostolos P. Kiohos, 2010. "Internet Addiction among Greek University Students: Demographic Associations with the Phenomenon, using the Greek version of Young's Internet Addiction Test," International Journal of Business and Economic Sciences Applied Research (IJBESAR), Democritus University of Thrace (DUTH), Kavala Campus, Greece, vol. 3(1), pages 49-74, July.
    2. B. Douglas Bernheim & Antonio Rangel, 2005. "Behavioral Public Economics: Welfare and Policy Analysis with Non-Standard Decision-Makers," NBER Working Papers 11518, National Bureau of Economic Research, Inc.
    3. Christoph Augner & Gerhard Hacker, 2012. "Associations between problematic mobile phone use and psychological parameters in young adults," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 57(2), pages 437-441, April.
    4. Andrea Stevenson Thorpe & Stephen Roper, 2019. "The Ethics of Gamification in a Marketing Context," Journal of Business Ethics, Springer, vol. 155(2), pages 597-609, March.
    5. Black, Iain & Veloutsou, Cleopatra, 2017. "Working consumers: Co-creation of brand identity, consumer identity and brand community identity," Journal of Business Research, Elsevier, vol. 70(C), pages 416-429.
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    Cited by:

    1. Adnan Veysel Ertemel & Akin Menekse & Hatice Camgoz Akdag, 2023. "Smartphone Addiction Assessment Using Pythagorean Fuzzy CRITIC-TOPSIS," Sustainability, MDPI, vol. 15(5), pages 1-19, February.
    2. Olatz Lopez-Fernandez, 2021. "Emerging Health and Education Issues Related to Internet Technologies and Addictive Problems," IJERPH, MDPI, vol. 18(1), pages 1-19, January.

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