Do mobile device and mobile app innovations trigger lifestylisations? Insights from consumers in developing countries

Purpose: The exponential growth of smartphones is complemented by an astronomical development of mobile apps that have been changing ways in which humans interact with each other, as well as how brands and customers interact. This study aims to examine the effect of mobile device and mobile app innovations on user lifestylisation among consumers from developing countries. Design/methodology/approach: Through a qualitative approach, data was collected via focus group interviews from 32 participants from across 15 developing countries who were largely emerging cosmopolitans. Findings: Using the thematic analysis technique, the study finds that consumer lifestylisations, based on consumption and utilisation of mobile devices and mobile apps, hinge on either pre-purchase considerations or post-purchase discoveries that stem from a bouquet of hedonic and/or utilitarian motivations. Two consumer categories are identified, with each category exhibiting unique patterns. Originality/value: The empirical findings provide valuable theoretical contributions to new knowledge as well as practical implications for mobile gadget manufacturers and mobile app developers domiciled, or those aiming to establish their presence, in developing economies.