Drivers and outcomes of branded mobile app usage intention (original) (raw)
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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...
Determination of Smartphone Users' Perceptions of Branded Mobile Applications in Turkey
Having numerous features thanks to advancements in digital technology, smartphones make life easier for users who today can conduct their activities and transactions independently of time and place by using a wide range of branded mobile applications (apps) on sports, finance, shopping and health etc. Through these apps, brands have the opportunity to reach users directly, interact with them and make customized offers. In order for brands to maximize their benefits from their own mobile apps, it is undoubtedly necessary to find out about smartphone users' perceptions of those branded mobile apps. Therefore, the aim of this study is to determine smartphone users' perceptions of branded mobile apps. In line with this purpose, face-to-face surveys were conducted in November-December 2016 with 437 students from Kastamonu University. Based on the results, smartphone users' perceptions of branded mobile apps were grouped under the factors of facilitation, stimulation of purchase desire, customization and post-purchase trust.
Brand Impact on the Use of Mobile Applications
International Review of Economics and Management, 2021
The study aims to determine whether brand awareness and brand loyalty positively impact mobile application use. A quantitative approach was used to test the proposed model in this study. For this approach, firstly, a trial group was created, and the results were obtained. The participants who did not even use at least one of the travel applications were asked to answer the question, "Which features of the application would be more dominant in selecting the application?". In the study, Cronbach Alpha, Composite Reliability, and Compound Reliability were used for internal consistency, and these values were found to be higher than 0.70. According to the results, the mean-variance value obtained to evaluate validity was also greater than 0.50. Therefore, in the model, the brand and other identified factors have been shown to influence the use positively. In the literature, many factors have been examined within the framework of brands and mobile applications. However, in this study, the effect of factors related to the brand, which has not been researched before, on the use of mobile applications was investigated.
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.
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.
Branded Apps and Mobile Platforms as New Tools for Advertising
With the popularity of mobile devices, firms have embraced mobile platforms and mobile applications (apps henceforth) as a new channel that can potentially enhance consumer experience, brand loyalty, and ultimately revenue growth. Unlike traditional advertising channels, mobile devices are characterized by their portable, interactive, immediate and ubiquitous nature. As such, a firm can take advantage of app technology and enable consumers to engage with its brand even when they are on the move. Such "anytime, anywhere" engagement can positively affect consumers' attitudes and relationships toward a brand and their purchase intention. In this chapter, we examine the way mobile platforms and branded apps forge new grounds in advertising, and we also posit forward-looking implications that offer managerial recommendations that allow advertisers to strategically leverage branded apps and mobile platforms to promote consumer engagement and loyalty.
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.
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.