Branded App Engagement: Comparing Apps from Goods and Service Brands

Berlo, Zeph M. C. van; Reijmersdal, Eva A. van; Noort, Guda van

doi:10.1007/978-3-658-24878-9_1

Cited by 2 publications

(2 citation statements)

References 12 publications

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“…Branded apps are usually free for users and are designed to be useful in their daily lives and to meet their needs . Through these apps, brands obtain data and feedback from users about their products/services (Chan-Olmsted et al, 2021), thereby enabling improvement to the products/services and achievement of UBR strength that benefits both parties (Boyd et al, 2019;Kim et al, 2015;van Berlo et al, 2019).…”

Section: User-brand Relationshipmentioning

confidence: 99%

“…There has been a proliferation of research on branded apps, with a focus on issues like their effectiveness (Bellman et al, 2011), app engagement (Stocchi et al, 2018;van Berlo et al, 2019), experience (Smith & Chen, 2018), app design (Zhao & Balagué, 2015), usability (Baek & Yoo, 2018), impact (Boyd et al, 2019;Kim et al, 2015), market performance (Stocchi et al, 2017), benefits (Alnawas & Aburub, 2016), and emotional factors (Hsieh et al, 2021;Yang, 2016).…”

Section: Introductionmentioning

confidence: 99%

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Brand relationships in wireless mobile environments: The mediating role of apps

Davalos

García‐Duque

2023

Int J Consumer Studies

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Brands use branded mobile apps to interact with users and to develop brand relationships in wireless mobile environments. These apps collect data about users and app usage, which are potentially helpful for brand relationship research. We aim to contribute to understanding the user-brand relationship (UBR) measurement mediated by branded apps, an area with very limited research, with a focus on leveraging these apps as a gauging context to measure the UBR strength. We propose a data-driven model to measure the UBR strength that combines metrics computed by using branded app data with close interpersonal relationship indicators. We conducted a computer simulation to test the proposed model. Our findings show that app usage time is the metric that most affects UBR strength measurement. The results suggest that time is essential for developing brand relationships in wireless mobile environments, much like in interpersonal relationships. The proposed model can be supplemented with other metrics to study new attributes associated with the UBR that might emerge in these environments.

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Section: User-brand Relationshipmentioning

confidence: 99%