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The effectiveness of branded mobile phone apps

Bellman, S., Potter, R.F., Treleaven-Hassard, S., Robinson, J.A. and Varan, D. (2011) The effectiveness of branded mobile phone apps. Journal of Interactive Marketing, 25 (4). pp. 191-200.

Link to Published Version: http://dx.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.

Publication Type: Journal Article
Murdoch Affiliation: Audience Research Labs
Publisher: Elsevier BV
Copyright: © 2011 Direct Marketing Educational Foundation, Inc
URI: http://researchrepository.murdoch.edu.au/id/eprint/5331
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