Details

Autor(en) / Beteiligte

• Bellman, Steven
• Potter, Robert F.
• Treleaven-Hassard, Shiree
• Robinson, Jennifer A.
• Varan, Duane

Titel

The Effectiveness of Branded Mobile Phone Apps

Ist Teil von

• Journal of interactive marketing, 2011-11, Vol.25 (4), p.191-200

Ort / Verlag

Philadelphia: Elsevier Inc

Erscheinungsjahr

2011

Quelle

EBSCOhost Business Source Ultimate

Beschreibungen/Notizen

• 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. ► We examine the effects of using branded mobile phone applications. ► Apps increase the favorability of brand attitude and purchase intention. ► Intention-shift is greater for informational apps compared to experiential apps. ► With forced usage, product relevance makes no difference to app effectiveness.