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The effectiveness of branded mobile phone apps
Journal article   Peer reviewed

The effectiveness of branded mobile phone apps

S. Bellman, R.F. Potter, S. Treleaven-Hassard, J.A. Robinson and D. Varan
Journal of Interactive Marketing, Vol.25(4), pp.191-200
2011
DOI: https://doi.org/10.1016/j.intmar.2011.06.001
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Abstract

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 maximize the impact of mobile phone apps will be a key topic for future research.

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Collaboration types
Domestic collaboration
International collaboration
Citation topics
6 Social Sciences
6.3 Management
6.3.65 Consumer Behavior
Web Of Science research areas
Business
ESI research areas
Economics & Business
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