Age-based Marketing Practices and Young People as Economic Actors in the Mobile Telephony Market in Provincial Vietnam

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Abstract

In this article, I conduct an analysis of age-based marketing strategies employed by
network providers and present insights obtained from mobile phone history
interviews with young people in provincial Vietnam. From these data I argue that
young people are a perpetual demographic market frontier in the commercialized
mobile media landscape of Southeast Asia. I indicate how network providers
contribute to shaping contemporary childhood and youth with their age-based
marketing strategies. However, young people’s navigation of the commercial terrain
of competing network providers is not determined by commercial forces solely but is
also informed by various non-economic factors. This article finds that an appreciation
of young people as consumers in the mobile phone era requires appreciating the
powerful influence of network providers as well as the multiple relationships in which
their economic decision-making is embedded.
Original languageEnglish
Pages (from-to)23-31
Number of pages10
JournalMakara Human Behavior Studies in Asia
Volume25
Issue number1
DOIs
Publication statusPublished - Jul 2021

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