To app or not to app: Engaging consumers via branded mobile apps

Abstract

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. A content analysis of 106 branded apps of global brands found that most global brands incorporate into their apps important engagement attributes that this study examines (i.e., vividness, novelty, motivation, control, customization, feedback, and multiplatforming) and frequently employ entertainment features. In addition, this study shows the extent to which branded apps employ transformational and informational message strategies. Last, branded apps feature a variety of brand-related content, including brand identifiers and virtual products. Practical implications of this study are discussed for mobile advertisers and branded app designers.