The Effectiveness of Branded Mobile Phone Apps

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

Journal of Interactive Marketing, 2011, vol. 25, issue 4, 191-200

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.

Keywords: Mobile marketing; Apps; Advertising; Experiment; Attentional focus; Creative style; Informational; Experiential (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (62)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:25:y:2011:i:4:p:191-200

DOI: 10.1016/j.intmar.2011.06.001

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