| dc.contributor | 廣告系 | zh_Tw |
| dc.creator (作者) | 林芝璇 | zh_TW |
| dc.creator (作者) | Kim, Eunice | en_US |
| dc.creator (作者) | Lin, Jhih-Syuan | en_US |
| dc.creator (作者) | Sung, Yongjun | en_US |
| dc.date (日期) | 2013 | en_US |
| dc.date.accessioned | 21-Mar-2018 17:35:48 (UTC+8) | - |
| dc.date.available | 21-Mar-2018 17:35:48 (UTC+8) | - |
| dc.date.issued (上傳時間) | 21-Mar-2018 17:35:48 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/116415 | - |
| dc.description.abstract (摘要) | 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. | en_US |
| dc.format.extent | 255294 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Journal of Interactive Advertising, Vol.13, No.1, pp.53-65 | |
| dc.subject (關鍵詞) | branded mobile apps; smartphone apps; mobile marketing communication; engagement; content analysis | en_US |
| dc.title (題名) | To app or not to app: Engaging consumers via branded mobile apps | zh_TW |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.1080/15252019.2013.782780 | |
| dc.doi.uri (DOI) | https://doi.org/10.1080/15252019.2013.782780 | |
