Factors of continually using branded mobile apps: the central role of app engagement

Linwan Wu

32 citations0/0 files storedInternational Journal of Internet Marketing and Advertising

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Technology Adoption and User Behaviour Digital Marketing and Social Media Health, Technology, Consumer Behavior

Abstract

Branded apps are an innovative marketing approach on the mobile platform. The success of branded apps depends on consumers' continual usage. This study conducts an online survey to explore the factors that influence consumers' intention to continually use branded apps. The results confirm the central role of app engagement, which is positively influenced by effort expectancy, social influence and brand identification. Moreover, consumers' perceived interactivity positively impacts effort expectancy, which in turn contributes to performance expectancy. Performance expectancy is another direct factor of continuance use intention. Theoretical and practical implications are also discussed in this study.

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References

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2021Marketing research on Mobile apps: past, present and future 2017Perceived values of branded mobile media, consumer engagement, business-consumer relationship quality and purchase intention: A study of WeChat in China 2020Customer-Based Brand Equity for Branded Apps: A Simple Research Framework 2020Identification of two decision‐making paths underpinning the continued use of branded apps 2020Branded Mobile App Usage Intentions Among Generation Y Students: A Comparison of Gender and Education Level

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