| Popis: |
Marketing professionals are increasingly interested in creating branded mobile phone applications. These “apps” prominently display a brand's identity throughout the user experience, typically in the form of a brand logo, and are designed to perform a range of functions. This article reviews current available research, and specifically addresses two important areas: (1) the effectiveness of mobile phone apps as a form of persuasive advertising and (2) factors that moderate these effects, specifically creative execution style and product category relevance. This article concludes with a discussion of directions for future research. |
