Branded Apps and Mobile Platforms as New Tools for Advertising (original) (raw)
Related papers
Branded Apps: Explaining Effects of Brands' Mobile Phone Applications on Brand Responses
Journal of Interactive Marketing
Branded apps have attracted an increasing amount of attention as a marketing communication platform. With branded apps, companies try to create value for their brands among prospective and current customers by providing entertainment and information content. The aim of this study was to examine a) whether branded apps influence consumers' cognitive and affective brand responses, b) whether this effect is moderated by the type of branded app (i.e., information vs. entertainment), and c) to what extent enjoyment and elaboration are explanatory mechanisms for these effects. An experiment demonstrated that 1) branded apps enhanced brand responses, 2) an entertainment app evoked higher levels of enjoyment, which in turn enhanced affective brand responses, and 3) an informational app evoked higher levels of elaboration, which enhanced cognitive brand responses. Theoretical and practical implications for branded app designers and mobile advertisers are discussed.
The Effectiveness of Branded Mobile Phone Apps
Journal of Interactive Marketing, 2011
Mobile phone applications (“apps”) have generated substantial interest among marketers, primarily because of their high level of user engagement and the positive impact this presumably has on a user's attitude toward the sponsoring brand. This study utilized a pre-test/post-test experimental design to determine whether using popular mobile phone apps affects brand attitude and brand purchase intention. The results show that using these apps has a positive persuasive impact, increasing interest in the brand and also the brand's product category. The relevance of the product category makes no difference, but apps with an informational/user-centered style were more effective at shifting purchase intention, most likely because this style focuses attention on the user, and therefore encourages making personal connections with the brand. Experiential game-like apps were less successful, because they focus attention on the phone. These results suggest that understanding how to maxi...
Journal of Interactive Marketing, 2015
Mobile applications (apps) have become an important platform for brands to interact with customers, but few studies have tested their effects on app adopters' subsequent brand purchase behavior. This paper investigates whether adopters' spending levels will change after they use a brand's app. Using a unique dataset from a coalition loyalty program with implementations of propensity score matching and difference-indifference indifference methods, we compare the spending levels of app adopters with those of non-adopters. Specifically, we examine whether the use of the app's two main interactive features-information lookups and check-ins-influences adopters' spending levels. We find that app adoption and continued use of the branded app increase future spending. Furthermore, customers who adopt both features show the highest increase. However, we also observe "the recency effect"when customers discontinue using the app, their spending levels decrease. Our findings suggest that sticky apps which attract continuing uses can be a persuasive marketing tool because they provide portable, convenient, and interactive engagement opportunities, allowing customers to interact with the brand on a habitual basis. We recommend that firms should prioritize launching a mobile app to communicate with their customers, but they should also keep in mind that a poorly designed app, which customers abandon after only a few uses, may in fact hurt their brand experience and company revenues.
App Advertising: The Rise of the Player Commodity
Explorations in Critical Studies of Advertising
The global diffusion of mobile devices—smartphones and tablets—has fundamentally changed the way consumers interact with brands, and vice-versa, how companies are using marketing strategies to position their products and services. On an average day, US consumers spend more time using mobile apps, than they watch television. Tellingly, the two major digital advertising behemoths, Facebook and Google, derive the majority of their revenue from their mobile products, instead of their desktop services. As a subset of digital advertising, mobile marketing is a particular catalyst for growth. And within the wider mobile domain, app advertising is spearheading the transformation of advertising tools, technologies and strategies.
Mobile phone applications (apps) have generated a great interest among marketers who have increased dedicated budgets for mobile marketing. This study attempts to assess the effectiveness of branded mobile apps in shifting attitude towards a certain brand. More specifically, this study identifies two types of apps: informational apps, which provide users with information that answers their questions, help them make a decision and serve a specific purpose they have, and experiential apps are game-like applications deliver enjoyment to the user and do not require much cognitive abilities to navigate through.
Marketing research on Mobile apps: past, present and future
Journal of the Academy of Marketing Science
We present an integrative review of existing marketing research on mobile apps, clarifying and expanding what is known around how apps shape customer experiences and value across iterative customer journeys, leading to the attainment of competitive advantage, via apps (in instances of apps attached to an existing brand) and for apps (when the app is the brand). To synthetize relevant knowledge, we integrate different conceptual bases into a unified framework, which simplifies the results of an in-depth bibliographic analysis of 471 studies. The synthesis advances marketing research by combining customer experience, customer journey, value creation and co-creation, digital customer orientation, market orientation, and competitive advantage. This integration of knowledge also furthers scientific marketing research on apps, facilitating future developments on the topic and promoting expertise exchange between academia and industry.
Alkis Meletiou Thesis Final ‘‘The Impact of Mobile Advertising on Customer Engagement ”.pdf
With an enormous expansion in the use and reliance on mobile devices and social media, there has been a shift in the direction and speed of interactions, with the expectation of the consumers, in their conversations with the brand, to have a real-time relevance. Now, the ability of a company to build long-lasting relationship with their customers depends on effective communication, at one time, across a variety of channels. A continual stream of two-way dialogue is required between the brand and the customer, which is complemented by the relevance and speed of communication. The marketers and the advertisers, to effectively target and engage their customers, are coming up with innovative ideas, to attract new customers and enhance the experience of existing ones. Effective mobile advertising is a significant addition to the advertising campaign for a product or service, and an important tool for value creation. The research study is motivated by the significance of the two concepts: mobile advertising and customer engagement, and the association between the two variables. It aims to explore the impact of the determinants/components of mobile advertising on customer engagement statistically, which would lead us to understand the relationship, with the perspective of the customers (university students).