Eliciting Value Map of Mobile Instant Message Application Users through Laddering Technique (Based on Means- End Theory)

In recent years, social media has become an indispensable part of people’s life, which has encouraged managers to benefit from it in marketing activities. Mobile Instant Messaging (MIM) applications like Telegram, WhatsApp and Viber, are popular social media among users. Since using any media in marketing requires a precise knowledge, in this paper, we have attempted to elicit attributes, consequences and ultimate values associated with MIM, by using Means-End Theory and its tool, namely Laddering Technique, which is a qualitative research method. The results of the research suggest that tranquility, hedonism, security, freedom, powerfulness, welfare, self-confidence and being energetic are among the values that explain the use of social media. At the final section, we provide some recommendations on how to use the MIM more effectively in marketing.