POSSIBILITIES OF BRAND PROMOTION TROUGH LIFESTYLE MOBILE SPORTS APPLICATIONS
The objective of the article was to present the authors' conceptual model of using lifestyle sports applications. Proposed model provides classification of lifestyle sports mobile applications types used by companies for brand promotion purposes and identification of ways in which companies c...
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The Institute of Aviation
2020-09-01
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doaj-2dbff6b06763400692c1a13f1073a4a32020-11-25T03:36:38ZengThe Institute of AviationMarketing of Scientific and Research Organisations2353-85032353-84142020-09-0137311610.2478/minib-2020-0019POSSIBILITIES OF BRAND PROMOTION TROUGH LIFESTYLE MOBILE SPORTS APPLICATIONSAnna Jasiulewicz, Ph.D.0https://orcid.org/0000-0001-6190-5231Zygmunt Waśkowski, Ph.D., D.Sc.1https://orcid.org/0000-0003-0793-3578Warsaw University of Life Sciences WULS, Faculty of Economics, Institute of Management, Nowoursynowska Street 166, 02-787 Warsaw, PolandPoznan University of Economics and Business, Marketing Institute, Department of Marketing Strategies, Al. Niepodległości 10, 61-875 Poznan, PolandThe objective of the article was to present the authors' conceptual model of using lifestyle sports applications. Proposed model provides classification of lifestyle sports mobile applications types used by companies for brand promotion purposes and identification of ways in which companies can reach users through applications. The recognition of benefits that applications can provide to the enterprises and possible benefits associated with the presence of brands in the application for its user was also provided in the conceptual model. The second objective was to study the opinions of runners about the presence of brands in sports mobile applications on the basis of own quantitative research (n = 2434 questionnaires). The research results indicate that presence of commercial brands in the app is treated by their users as too invasive, therefore this communication tool should be used with moderate intensity. In spite of the fact that majority of sports applications users are reluctant to see brands in their apps, a significant proportion of them participate in the activities and challenges proposed by companies. According to the authors, lifestyle mobile applications could be promising marketing space for vendors, especially regarding the growing market of sports mobile apps users. However, companies should use more personalized, innovative and socially responsible approach to application users. Although the article uses the results of empirical research, it should be treated primarily as a signalling of a new research problem, which is the new brand communication channel with consumers. Thus, it is descriptive rather than exploratory.http://minib.pl/mozliwosci-promocji-marki-poprzez-lifestylowe-sportowe-aplikacje-mobilne/mobile applicationsports applicationbrand promotionrunner |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Anna Jasiulewicz, Ph.D. Zygmunt Waśkowski, Ph.D., D.Sc. |
spellingShingle |
Anna Jasiulewicz, Ph.D. Zygmunt Waśkowski, Ph.D., D.Sc. POSSIBILITIES OF BRAND PROMOTION TROUGH LIFESTYLE MOBILE SPORTS APPLICATIONS Marketing of Scientific and Research Organisations mobile application sports application brand promotion runner |
author_facet |
Anna Jasiulewicz, Ph.D. Zygmunt Waśkowski, Ph.D., D.Sc. |
author_sort |
Anna Jasiulewicz, Ph.D. |
title |
POSSIBILITIES OF BRAND PROMOTION TROUGH LIFESTYLE MOBILE SPORTS APPLICATIONS |
title_short |
POSSIBILITIES OF BRAND PROMOTION TROUGH LIFESTYLE MOBILE SPORTS APPLICATIONS |
title_full |
POSSIBILITIES OF BRAND PROMOTION TROUGH LIFESTYLE MOBILE SPORTS APPLICATIONS |
title_fullStr |
POSSIBILITIES OF BRAND PROMOTION TROUGH LIFESTYLE MOBILE SPORTS APPLICATIONS |
title_full_unstemmed |
POSSIBILITIES OF BRAND PROMOTION TROUGH LIFESTYLE MOBILE SPORTS APPLICATIONS |
title_sort |
possibilities of brand promotion trough lifestyle mobile sports applications |
publisher |
The Institute of Aviation |
series |
Marketing of Scientific and Research Organisations |
issn |
2353-8503 2353-8414 |
publishDate |
2020-09-01 |
description |
The objective of the article was to present the authors' conceptual model of using lifestyle sports applications.
Proposed model provides classification of lifestyle sports mobile applications types used by companies for brand
promotion purposes and identification of ways in which companies can reach users through applications. The
recognition of benefits that applications can provide to the enterprises and possible benefits associated with the
presence of brands in the application for its user was also provided in the conceptual model. The second objective
was to study the opinions of runners about the presence of brands in sports mobile applications on the basis of
own quantitative research (n = 2434 questionnaires). The research results indicate that presence of commercial
brands in the app is treated by their users as too invasive, therefore this communication tool should be used with
moderate intensity. In spite of the fact that majority of sports applications users are reluctant to see brands in
their apps, a significant proportion of them participate in the activities and challenges proposed by companies.
According to the authors, lifestyle mobile applications could be promising marketing space for vendors, especially
regarding the growing market of sports mobile apps users. However, companies should use more personalized,
innovative and socially responsible approach to application users. Although the article uses the results of
empirical research, it should be treated primarily as a signalling of a new research problem, which is the new
brand communication channel with consumers. Thus, it is descriptive rather than exploratory. |
topic |
mobile application sports application brand promotion runner |
url |
http://minib.pl/mozliwosci-promocji-marki-poprzez-lifestylowe-sportowe-aplikacje-mobilne/ |
work_keys_str_mv |
AT annajasiulewiczphd possibilitiesofbrandpromotiontroughlifestylemobilesportsapplications AT zygmuntwaskowskiphddsc possibilitiesofbrandpromotiontroughlifestylemobilesportsapplications |
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