What We Know and Do Not Know About Mobile App Usage and Stickiness: A Research Agenda

Christopher P. Furner, Pradeep Racherla and Jeffrey S. Babb
Additional contact information
Christopher P. Furner: Department of Management Information Systems, East Carolina University, Greenville, NC, USA
Pradeep Racherla: Woxsen School of Business, Jubilee Hills, India
Jeffrey S. Babb: West Texas A&M University, Canyon, TX, USA

International Journal of E-Services and Mobile Applications (IJESMA), 2015, vol. 7, issue 3, 48-69

Abstract: Mobile applications (apps) have transformed the way firms and consumers communicate with each other, and have now become integral to firms' marketing strategies. However, in a marketplace characterized by myriad choices, one of the biggest challenges that Marketers face is to foster continued and frequent use, or stickiness. This brings forth two important questions: what factors affect consumers' decision to use and “stick” to apps? What are the key outcomes of stickiness for both consumers and firms? This study maps the conceptual and research issues underlying consumers' decision journey and outcomes with respect to mobile app use. We build a framework based on the central tenets of interactivity combined with the insights gleaned from a survey of interdisciplinary literature. We discuss the implications for research and practice in this emerging area of interest.

Date: 2015
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 18/IJESMA.2015070104 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jesma0:v:7:y:2015:i:3:p:48-69

Access Statistics for this article

International Journal of E-Services and Mobile Applications (IJESMA) is currently edited by Rajeev Dwivedi

More articles in International Journal of E-Services and Mobile Applications (IJESMA) from IGI Global
Bibliographic data for series maintained by Journal Editor ().