The rules of engagement: how to motivate consumers to engage with branded mobile apps
This research presents and validates a framework, which illustrates how to motivate consumers to engage with branded mobile applications, or apps. The framework shows that consumer involvement with branded apps underpins two sets of consumer perceptions of the benefits that the app offers, which ref...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Routledge
2018
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |