The DOI matches its Crossref record; 37 of the 37 references it cites were found in a registry or an index.
The Effectiveness of Branded Mobile Phone Apps
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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Consumer Attitudes Toward Mobile Advertising: An Empirical Study
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Cited by
Tam, C., Santos, D., & Oliveira, T. (2020) · Information Systems Frontiers · doi:10.1007/s10796-018-9864-5 · Cited by 567
Technology at the dinner table: Ordering food online through mobile apps
Kapoor, A. P., & Vij, M. (2018) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2018.04.001 · Cited by 347
Developing a Mobile Applications Customer Experience Model (MACE)- Implications for Retailers
McLean, G., Al-Nabhani, K., & Wilson, A. (2018) · Journal of Business Research · doi:10.1016/j.jbusres.2018.01.018 · Cited by 299
Kim, S. J., Wang, R. J.-H., & Malthouse, E. C. (2015) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2015.05.004 · Cited by 259
Mobile marketing: A literature review on its value for consumers and retailers
Ström, R., Vendel, M., & Bredican, J. (2014) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2013.12.003 · Cited by 208
Metadata
- Authors
- Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D.
- Venue
- Journal of Interactive Marketing
- Publisher
- SAGE Publications
- Published
- 2011-11
- Volume
- 25
- Issue
- 4
- Pages
- 191-200
- ISSN
- 1094-9968 (ISSN-L)
- 1520-6653
- OpenAlex
- W2020032310
- Cited by
- 465
- References
- 37
- FWCI
- 48.22
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
