To App or Not to App: Engaging Consumers via Branded Mobile Apps

With the rapid growth of smartphone and smartphone application users, mobile apps have attracted an increasing amount of attention as an engaging platform for marketing communication.

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...

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