Ir al menú de navegación principal Ir al contenido principal Ir al pie de página del sitio
Repositorio de la Red Internacional de Investigadores en Competitividad

INNOVACIÓN Y TECNOLOGÍA

Vol. 13 (2019): Los Retos de la Competitividad ante la Industria 4.0 978-607-96203-0-8

Brand app engagement: a theoretical model

Enviado
marzo 23, 2020
Publicado
2020-03-30

Resumen

Resumen


Objetivo: El objetivo principal de este trabajo es proponer un modelo teórico que pueda ser útil para medir los antecedentes y consecuencias del customer brand app engagement, de manera que las empresas que ya incursionaron o están por comenzar a utilizar las aplicaciones móviles como canal de comunicación con el cliente pueda establecer una estrategia adecuada al sector de la industria en el que se encuentra, al tipo de cliente dirigida y el producto o servicio ofrecido.
Diseño / metodología / enfoque: Es un trabajo meramente documental.
Originalidad / valor: Una de las contribuciones teóricas de esta investigación es un nuevo modelo conceptual para medir el customer engagement en un entorno móvil específicamente enfocado a las aplicaciones móviles de marca, el cual es un tema emergente e innovador en mercadotecnia

Citas

  1. Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D. (2011). The effectiveness of branded mobile phone apps. Journal of Interactive Marketing, 25(4), 191– 200. doi:10.1016/j.intmar
  2. Bhave, K., Jain, V. & Roy, S., 2013. Understanding The Orientatio of Gen Y Toward Mobile Applications and In-App Advertising in India. International Journal of Mobile Marketing, 8(1), pp. 62-74.
  3. Biedenbach, G. & Marell, A., 2010. The impact of customer experience on brand equity in a business-to-business services setting. Brand Management, 17(6), pp. 446-458.
  4. Bowden, J.-H., (2009). The Process of Customer Engagement: A Conceptual Framework. Journal of Marketing Theory and Practice, 17(1), pp. 63-74.
  5. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68. doi:10.1509/jmkg.73.3.52
  6. Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual Brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. doi:10.1016/j.jbusres.2011.07.029
  7. Brodie, R. J., y Hollebeek, L. D. (2011). Advancing and Consolidating Knowledge About Customer Engagement, Journal of Service Research, 14 (3), 283–284.
  8. Brodie, R. J., y Smith, S.D. (2011a). Engagement: An Important Bridging Concept for the Emerging SD Logic Lexicon, paper presented at the 2011 Naples Forum on Service, June.
  9. Brodie, R.J., Hollebeek, L.D., Juric, B., Ilic, A. (2011b). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 14 (3), 252–271.
  10. Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing, 23(4), 321–331. doi:10.1037/00223514.62.1.110
  11. Calder, B.J., Isaac, M.S., Malthouse, E. C., 2013. Taking the Customer’s Point-of-View: Engagement or Satisfaction? (No. 13–102). Marketing Science Institute. http://www.msi.org/reports/taking-the-customers-point-of-view-engagement-orsatisfaction-1/.
  12. Carlson, J., Rahman, M.M., Taylor, A. & Voola, R. (2017). Feel the VIBE: Examining value-in-thebrand- page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media. Journal of Retailing and Consumer Services, http://dx.doi.org/10.1016/j.jretc
  13. Chiem, R., Arriola, J., Browers, D., Gross, J., Limman, E., Nguyen, P.V., Sembodo, D., Young, S. and Seal, K.C. (2010). The Critical Success Factors for Marketing with Downloadable Applications: Lessons Learned from Selected European Countries. International Journal Of Mobile Marketing, 5(2), 43-56.
  14. Davis, F. D., Bogozzi, R., P., & Warshaw, P., R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35, 982-1003.
  15. Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 13(3), 319-340.
  16. Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product & Brand Management, 24 (1), 28– 42. doi: 10.1108/JPBM-06-2014-0635
  17. Dinner, I.M., Van Heerde, H.J., Neslin, S., (2015). Creating Customer Engagement via Mobile Apps: How App Usage Drives Purchase Behavior. Available at SSRN 2669817.
  18. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2669817 .
  19. Ditrendia (2018). Informe ditrendia: Mobile en España y en el Mundo 2018. Consultado el 12 de agosto de 2019 desde https://mktefa.ditrendia.es/hubfs/Ditrendia-Informe%20Mobile%202018.pdf?fbclid=IwAR13B249fMuQB5O_6UcYdjNIh_uSX567Jj3GZRPFXdS2tzqkEfCx6kzugkI
  20. Dovaliene, A., Masiulyte, A. & Piligrimiene, Z. (2015). The relations between custo mer engagement, perceived valueand satisfaction:thecase of mobile applications. Procedia - Social and Behavioral Sciences, 213, 659 – 664. doi: 10.1016/j.sbspro.2015.11.469
  21. Dovaliene, A., Piligrimiene, Z. & Masiulyte, A. (2016). Factors Influencing Customer Engagement in Mobile Applications. Inzinerine Ekonomika-Engineering Economics, 27(2), 205–212. http://dx.doi.org/10.5755/j01.ee.27.2.14030
  22. Dwivedi, A. (2015), A higher-order model of consumer brand engagement and its impact on loyalty intentions, Journal of Retailing and Consumer Services, 24(May), pp. 100-109.
  23. Fang, J., Zhao, Z., Wen, C. & Wang, R. (2017). Design and performance attributes driving mobile travel application engagement. International Journal of Information Management,37, 269–283. http://dx.doi.org/10.1016/j.ijinfomgt.2017.03.003
  24. Gambetti, R., Biraghi, S., Schultz, D. E., & Graffigna, G. (2015). Brand wars: Consumer–Brand engagement beyond client–agency fights. Journal of Strategic Marketing, 1–14. doi:10.1080/0965254X.2015.1011199
  25. Hollebeek, L. D., & Chen, T. (2014). Exploring positively – versus negatively – valenced Brand engagement: A conceptual model. Journal of Product & Brand Management, 23(1), 62–74. doi:10.1108/JPBM-06-2013-0332
  26. Hollebeek, L.D. (2011a), Demystifying customer Brand engagement: exploring the loyalty nexus, Journal of Marketing Management, 27(7/8), pp. 785-807.
  27. Hutton, G. and Rodnick, S. (2009), Smartphone Opens up New Opportunities for Smart Marketing, Admap, 44 (11), 22–24.
  28. Iglesias, O., Singh, J. J., & Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Brand Management, 18 (8), 570–582. doi:10.1057/bm.2010.58
  29. Jaakkola, E., & Alexander, M. (2014). The Role of Customer Engagement Behavior in Value Co- Creation: A Service System Perspective. Journal of Service Research, 17(3), 247–261. doi:10.1177/1094670514529187
  30. Keller, K.L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th ed., Prentice Hall, Upper Saddle River, NJ.
  31. Kim SJ, Wang RJH, Malthouse EC (2015). The effects of adopting and using a brand’s mobile application on customers’ subsequent purchase behavior. J. Interactive Marketing, 31, 28–41.
  32. Kim, E., Lin, J.S. & Sung, Y. (2013). To App or Not to App: Engaging Consumers via Branded Mobile Apps, Journal of Interactive Advertising, 13(1), 53-65. DOI: 10.1080/15252019.2013.782780
  33. Kim, J. Y. (2010). Influence upon brand commitment, made by dual channel of brand attitude and brand attachment through on-line brand experience. Management Information Systems Review, 29(3), 123–146. doi:10.29214/damis
  34. Kim, S. & Baek, T.H. (2017) Examining the antecedents and consequences of mobile app engagement, Telematinc and Informatics. Doi: https://doi.org/10.1016/j.tele.2017.10.008
  35. Kim, S. & Yoon, D., (2013). Antecedents of Mobile App Usage Among Smartphone Users. Norman OK, American Academy of Advertising Conference.
  36. Kim, S., Baek, T.H., Kim, Y.-K., Yoo, K., (2016). Factors affecting stickiness and word of mouth in mobile applications. J. Res. Interact. Market. 10 (3), 177–192.
  37. Kim, Y.H., Kim, D., Wachter, K., (2013). A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention. Decis. Support Syst. 56, 361–370.
  38. Krum, C., (2010). Mobile Marketing, Finding Your Customer No Matter Where They Are. Indianapolis: QUE.
  39. Kumar, V. y Pansari, A. (2016). Competitive advantage through engagement, Journal of Marketing Research, 53(4), 497-514.
  40. Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T. y Tillmanns, S. (2010). Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value, Journal of Service Research, 13 (3), 297–310.
  41. Kuzgun, E. (2012). Brand Loyalty’s Impact on Customer Engagement in Virtual Brand Communities – by the case of Turkish Market. Master ’s Thesis Merc. International Marketing and Management. Copenhagen Business School.
  42. Lee, J.Y. & Jin, C.H. (2019). The role of gamification in brand app experience: The moderating effects of the 4Rs of app marketing, Cogent Psychology, 6, 1576388.
  43. Lee, Y. H. (2008). Exploring factors affecting mobile commerce adoption in the United States, Korea, and China: The test of Theories, models, and cultural differences. Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy in Mass Communications. School of Journalism and Mass Communications. University of South Carol
  44. Lusch, R. F., Vargo, S. L., & Tanniru, M. (2010). Service, value networks, and learning. Journal of the Academy of Marketing Science, 38(1), 19–31.
  45. Machado, C. M.A. (2016). Drivers of customer brand engagement: an application to virtual brand commun i ties on facebook. Doctoral Thesis in Business and Management Studies Marketing and Strategy . Faculdade de Economia, Universidades do Porto
  46. Magrath, V. & McCormick, H., (2012). Marketing Design of mobile fashion retail apps. Journal of Fashion Marketing, 17(1), pp. 115-134.
  47. Marsden, P., Chaney, P., (2013). The Social Commerce Handbook: 20 Secrets for Turning Social Media Into Social Sales. McGraw Hill Professional.
  48. McLean, G. & Wilson, A. (2016). Evolving the online customer experience … is there a role for online customer support? Computers in Human Behavior, 60(2), 602–610. doi:10.1016/j.chb.2016.02.084
  49. McLean, G., Al-Nabhani, K. & Wilson, A. (2018). Developing a Mobile Applications Customer Experience Model (MACE)-Implications for Retailers. Journal of Business Research, 85, 325–336. https://doi.org/10.1016/j.jbusres.2018.01.018
  50. Moceri, Paul, David Smud, Daniel Vitualich, and Nolan Wright (2011). Native App or Web Site? Deciding Your Next Step in Mobile. Retreived from: http://siia.com/index.php?option=com docman&task=doc download&gid=3059&Itemid=318/.
  51. Mollen, A. and Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63 (9-10), 919–925.
  52. MSI. (2010). 2010– 2012 research priorities. Boston, MA: Marketing Science Institute.
  53. O´Brien, H. & Toms, E. (2008). What is User Engagement? AConceptual Framework for Defining User Engagement with Technology. Journal of the American Society for Information Science and Technology, 59(6), 938–955.
  54. Parker, C.J. & Wang, H. (2016). Examining hedonic and utilitarian motivations for mcommerce fashion retail app engagement, Journal of Fashion Marketing and Management: An International Journal, 20(4), 487-506, https://doi.org/10.1108/JFMM-02-2016-0015
  55. Purcell, K., Entner, R. & Henderson, N., (2010). The Rise of Apps Culture, Washington: Pew Research Center's Internet & American Life Project.
  56. Qader, I. & Omar, A., (2013). The evolution of Experiential Marketing: Effects of Brand Experience among the Millenial Generation. International Jounral of Academic Research in Business and Social Sciences, 3(7), pp. 331-340.
  57. Reichheld, F. (1996). The loyalty effect: The hidden force behind growth, profits, and lasting value. Boston, MA: Harvard Business School Press.
  58. Rishi, M., 2012. Innovations' Around Mobile Applications: Scope for Indian Developers. Journal of Technology Management for Growing Economies, 3(2), pp. 119-136.
  59. Rogers, E. M. (1962). Diffusion of Innovations. New York: The free press.
  60. Santiago, R. Trabaldo, S., Kamijo, M., y Fernández, A. (2015). Mobile learning: Nuevas realidades en el aula. Grupo Oceano. Recuperado de http://www.digitaltext.com/FTP/LibrosMetodologia/mlearning.pdf el 05 de marzo de 2017.
  61. Sashi, C. (2012). Customer engagement, buyer- seller relationships, and social media. Management Decision, 50 (2), 253- 272.
  62. Schamari, J. and Schaefers, T. (2015). Leaving the Home Turf: How Brands Can Use Webcare on Consumer- generated Platforms to Increase Positive Consumer Engagement. Journal of Interactive Marketing, 30, 20– 33.
  63. Shankar, V., Venkatesh, A., Hofacker, C., & Naik, P. (2010). Mobile marketing in the retailing environment: Current insights and future research avenues. Journal of Interactive Marketing, 24(6), 111–120. doi:10.1016/j.intmar.2010.02.006
  64. Sharma, J. & Raouf, R. (2015). Understanding the Customer Experience: An Exploratory Study of A Category Hotels. International Journal on Customer Relations, 3, Doi: 10.21863/ijcr/2015.3.2.010
  65. Sproson, S. (2014). The influence of branded mobile applications on consumers’ perceptions of a brand: the importance of brand experience and engagement. Postgraduate Master’s degree dissertation. Dublin Business School.
  66. Tarasewich, P., Nickerson, R. C, & Warkentin, M. (2002). Issues in mobile e-commerce. Communications of the Association for Information Systems, 8, 41-64.
  67. Tarute, A., Nikou, S., & Gatautis, R. (2017). Mobile application driven consumer engagement. Telematics and Informatics, 34(4), 145-156. 10.1016/j.tele.2017.01.006 Retrieved from www.scopus.com
  68. Thakur, R. (2018). Customer engagement and online reviews. Journal of Retailing and Consumer Services, 41, 48 – 59. https://doi.org/10.1016/j.jretconser.2017.11.002
  69. Ojiako, U., Chipulu, M. & Graesser, A. (2012). Correlating service touch‐ point preferences with engagement parameters, Industrial Management & Data Systems, 112 (5), pp.766-785, https://doi.org/10.1108/02635571211232334
  70. Van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P. and Verhoef, P. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions, Journal of Service Research, 13, 3, 253– 66.
  71. Vargo, S. L., & Lusch, R. F. (2008). From goods to service (s): Divergences and convergences of logics. Industrial Marketing Manag ement, 37 (3), 254– 259.
  72. Venkatesh V., & Davis F. (2000). A theoretical extension of the technology acceptance model: four longitudinal field studies. Management Science, 46(2), 186-204.
  73. Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2010). Customer engagement as a new perspective in customer management. Journal of Service Research, 13(3), 247–252.
  74. Viswanathan, V., Hollebeek, L. D., Malthouse, E. C., Maslowska, E., Kim, S. J., & Xie, W. (2017). The dynamics of consumer engagement with mobile technologies. Service Science, 9(1), 36-49. 10.1287/serv.2016.0161 Retrieved from www.scopus.com
  75. Vivek, S. (2009). A scale of consumer engagement. A dissertation Submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in the Department of Management and Marketing in the Graduate School of The University of Alabama, Tuscaloosa, Alabama.
  76. Vivek, S.D., Beatty, S.E. y Morgan, R.M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase, Journal of Marketing Theory and Practice, 20 (2), 127–149.
  77. Wang, H.-Y., Liao, C. & Yang, L.-H., 2013. What Affects Mobile Application Use? The Roles of Consumption Values. International Journal of Marketing Studies, 5(2).
  78. Wirtz, J. & Mattila, A., (2001). Exploring the role of alternative perceived performance measures and needs-congruency in the consumer satisfaction process. J. Consum. Psychol. 11 (3), 181–192. http://dx.doi.org/10.1207/S15327663JCP1103_04.
  79. Zhang, T. (2016). Customer engagement of value Co-creation. Dissertation presented in partial fulfillment of the requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University.
  80. Zhao, Z., & Balague, C. (2015). Designing branded mobile apps: Fundamentals and recommendation. Business Horizons, 58(1), 305–315. doi:10.1016/j.bushor.2015.01.004

Artículos más leídos del mismo autor/a

> >>