To App or Not to App: Engaging Consumers via Branded Mobile Apps
Eunice Kim, Jhih-Syuan Lin and Yongjun Sung
With the exponential growth of mobile communication technology, a variety of mobile phone applications (so-called smart-phone apps) have infiltrated all parts of our lives. Smartphone apps have been defined as "end-user software applications that are designed for a cell phone operating system and which extend the phone's capabilities by enabling users to perform particular tasks" (Purcell, Entner, and Henderson 2010, p. 2). Such apps serve as a hub for a variety of content and services that mobile...