کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
886128 | 912988 | 2011 | 10 صفحه PDF | دانلود رایگان |
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.
Journal: Journal of Interactive Marketing - Volume 25, Issue 4, November 2011, Pages 191–200