Yelgecen, ElvinKeskin, Burcu2024-07-182024-07-182007978-1-888624-06-9https://hdl.handle.net/11411/839516th World Business Congress -- JUL 04-08, 2007 -- Maastricht Sch Management, Maastricht, NETHERLANDSThe idea of targeting young consumer segment is not a new phenomenon in marketing management. Due to the factors such as attractive purchasing desires of young consumers and their high level of adaptability to new products and tendency of young people to act as a group; youth marketing has become crucial for many sectors including mobile technology. Young consumers reflect important possessions in ownership of the objects and in the case of mobile technology, this attitude is perceived to influence strongly because of symbolic nature of the products.eninfo:eu-repo/semantics/closedAccessConference Object12611716N/AWOS:000297040100017