政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/116415

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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/116415

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题名:	To app or not to app: Engaging consumers via branded mobile apps
作者:	林芝璇 Kim, Eunice Lin, Jhih-Syuan Sung, Yongjun
贡献者:	廣告系
关键词:	branded mobile apps;smartphone apps;mobile marketing communication;engagement;content analysis
日期:	2013
上传时间:	2018-03-21 17:35:48 (UTC+8)
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.
關聯:	Journal of Interactive Advertising, Vol.13, No.1, pp.53-65
数据类型:	article
DOI 連結:	https://doi.org/10.1080/15252019.2013.782780
DOI:	10.1080/15252019.2013.782780
显示于类别:	[廣告學系] 期刊論文

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