The rules of engagement: how to motivate consumers to engage with branded mobile apps

Combining qualitative and quantitative insights, 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 perceptio...

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Bibliographic Details

Main Authors:	L. Stocchi, Nina Michaelidou, Naser Pourazad, Milena Micevski
Format:	Default Article
Published:	2018
Subjects:	Other commerce, management, tourism and services not elsewhere classified Mobile applications Consumer engagement Consumer involvement Motivation Willingness to pay Word-of-mouth Business and Management not elsewhere classified
Online Access:	https://hdl.handle.net/2134/35754
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