Advertising on mobile apps versus the mobile web: Which delivers better advertisement recognition and willingness to buy?

Do consumers process mobile advertising on mobile websites and branded apps in the same way? To answer this question, this article examines both the antecedents and consequences of mobile websites and branded apps.

MANAGEMENT SLANT

  • Branded apps help consumers recognize advertisements more than do mobile websites.
  • Branded apps can increase consumers’ willingness to buy more than do mobile websites.
  • Advertising on popular apps may not be as effective as advertising on branded apps, because the findings show that advertisement recognition does not mediate between advertising on popular apps and the willingness to buy new products.
  • It is better to target consumers with high cognitive and sensory innovativeness to increase the customer base of branded apps.

INTRODUCTION

Mobile users now represent the majority of the world’s...

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