Marketing research on Mobile apps: past, present and future

Lara Stocchi (), Naser Pourazad (), Nina Michaelidou (), Arry Tanusondjaja () and Paul Harrigan ()
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Lara Stocchi: University of South Australia (UniSA)
Naser Pourazad: Flinders University
Nina Michaelidou: Loughborough University
Arry Tanusondjaja: University of South Australia (UniSA)
Paul Harrigan: University of Western Australia (UWA)

Journal of the Academy of Marketing Science, 2022, vol. 50, issue 2, No 1, 195-225

Abstract: Abstract We present an integrative review of existing marketing research on mobile apps, clarifying and expanding what is known around how apps shape customer experiences and value across iterative customer journeys, leading to the attainment of competitive advantage, via apps (in instances of apps attached to an existing brand) and for apps (when the app is the brand). To synthetize relevant knowledge, we integrate different conceptual bases into a unified framework, which simplifies the results of an in-depth bibliographic analysis of 471 studies. The synthesis advances marketing research by combining customer experience, customer journey, value creation and co-creation, digital customer orientation, market orientation, and competitive advantage. This integration of knowledge also furthers scientific marketing research on apps, facilitating future developments on the topic and promoting expertise exchange between academia and industry.

Keywords: Mobile applications; Mobile apps; Apps; Customer journey; Customer experience; Digital customer orientation; Competitive advantage (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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DOI: 10.1007/s11747-021-00815-w

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