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The Effectiveness of Branded Mobile Phone Apps

Author

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

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.

Suggested Citation

  • Bellman, Steven & Potter, Robert F. & Treleaven-Hassard, Shiree & Robinson, Jennifer A. & Varan, Duane, 2011. "The Effectiveness of Branded Mobile Phone Apps," Journal of Interactive Marketing, Elsevier, vol. 25(4), pages 191-200.
    • Handle: RePEc:eee:joinma:v:25:y:2011:i:4:p:191-200
    DOI: 10.1016/j.intmar.2011.06.001
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    References listed on IDEAS

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