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The rules of engagement: how to motivate consumers to engage with branded mobile apps
journal contribution
posted on 2018-11-06, 09:53 authored by L. Stocchi, Nina MichaelidouNina Michaelidou, Naser Pourazad, Milena MicevskiCombining qualitative and quantitative insights, this research presents and validates a framework, which illustrates how to motivate consumers to engage with branded mobile applications, or apps. The framework shows that consumer involvement with branded apps underpins two sets of consumer perceptions of the benefits that the app offers, which reflect the different motives for engaging with the app, as consumers experience them. These perceptions include the utilitarian motives of security, usefulness and ease of use; and the hedonic motives of interpersonal utility, attachment (with the device) and entertainment. This range of motives leads to two key outcomes, i.e. the willingness to pay for the app (including in-app purchases) and the willingness to recommend the app. As a result, this research contributes to marketing research and theory by clarifying specific details of the psychological process through which it is possible to motivate consumer engagement with branded apps - i.e. by means of binding involvement, perceptions of how apps’ benefits meet individual needs (and resulting experiences for consumers) and a couple of key outcomes crucial to the success of apps. The findings also yield managerial relevance. Above all, the outcomes of this research suggest that, by involving and motivating consumers through the improvement of the benefits that a branded app offers, it is possible to increase the app’s revenues and to encourage word-of-mouth, creating value for app providers and consumers.
History
School
- Business and Economics
Department
- Business
Published in
Journal of Marketing ManagementVolume
34Issue
13-14Pages
1196 - 1226Citation
STOCCHI, L. ... et al, 2018. The rules of engagement: how to motivate consumers to engage with branded mobile apps. Journal of Marketing Management, 34(13-14), pp. 1196-1226.Publisher
© Westburn Publishers Ltd. Published by Taylor & Francis (Routledge)Version
- AM (Accepted Manuscript)
Publisher statement
This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 19 November 2018, available online: http://www.tandfonline.com/10.1080/0267257X.2018.1544167.Acceptance date
2018-10-25Publication date
2018-11-19ISSN
0267-257XeISSN
1472-1376Publisher version
Language
- en