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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
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/116415

    Title: To app or not to app: Engaging consumers via branded mobile apps
    Authors: 林芝璇
    Kim, Eunice
    Lin, Jhih-Syuan
    Sung, Yongjun
    Contributors: 廣告系
    Keywords: branded mobile apps;smartphone apps;mobile marketing communication;engagement;content analysis
    Date: 2013
    Issue Date: 2018-03-21 17:35:48 (UTC+8)
    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.
    Relation: Journal of Interactive Advertising, Vol.13, No.1, pp.53-65
    Data Type: article
    DOI 連結: https://doi.org/10.1080/15252019.2013.782780
    DOI: 10.1080/15252019.2013.782780
    Appears in Collections:[廣告學系] 期刊論文

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