The mediating effect of Branded Mobile Apps(BMA) as new environment of brand communication Focused on Korean BMA market
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Despite the growing practical interest regarding brand communication by use of BMA which has been recommended based on successful cases expecially done in the US market, thus generating a lack of empirical research focused on the continuous use of BMA. By validating the mediation effect of BMA`s continuous use in the setting of the relationship between the antecedents of BMA and Customer/Brand Engagement, I address the identified literature gap. For research methodology, SEM(Structural Equation Modeling) was examined and analyzed by M-Plus 7 and SPSS 21.0. The results show the antecedents of BMA have a positive impact on both continuous use of BMA and Consumer`s Brand Engagement(CBE). But, the mediating effect of BMA on continuous use is revealed to be somewhat negative towards CBE. According to in-depth interviews conducted to reveal the cause of quantitative research, HappyPoint as the most popular BMA is only implementing the simple purchase promotion strategy such as brand integration and point accumulation, which tells why the mediating effect was not positive. Starbucks, on the other hand, has been successful in building brand engagement and interaction with customers through consumer-oriented content strategies. In conclusion, it is necessary to approach by means of media ecological perspective for the branded mobile app to be truly successful before looking at BMA as a new tool and strategy for marketing communication. It implies that the Brand`s unique identity and vision should be implemented through BMA to sustain communication with keep-changing social habitus.
Abstract
Despite the growing practical interest regarding brand communication by use of BMA which has been recommended based on successful cases expecially done in the US market, thus generating a lack of empirical research focused on the continuous use of BMA. By validating the mediation effect of BMA`s continuous use in the setting of the relationship between the antecedents of BMA and Customer/Brand Engagement, I address the identified literature gap. For research methodology, SEM(Structural Equation Modeling) was examined and analyzed by M-Plus 7 and SPSS 21.0. The results show the antecedents of BMA have a positive impact on both continuous use of BMA and Consumer`s Brand Engagement(CBE). But, the mediating effect of BMA on continuous use is revealed to be somewhat negative towards CBE. According to in-depth interviews conducted to reveal the cause of quantitative research, HappyPoint as the most popular BMA is only implementing the simple purchase promotion strategy such as brand integration and point accumulation, which tells why the mediating effect was not positive. Starbucks, on the other hand, has been successful in building brand engagement and interaction with customers through consumer-oriented content strategies. In conclusion, it is necessary to approach by means of media ecological perspective for the branded mobile app to be truly successful before looking at BMA as a new tool and strategy for marketing communication. It implies that the Brand`s unique identity and vision should be implemented through BMA to sustain communication with keep-changing social habitus.
참고문헌 (34)
- Hjarvard, S., "The mediatization of culture and society" (2013), Routledge
- Turkle, S., "Evocative objects : Thinks that matter" (2007), MIT Press
- Aaker, J., "When good brands do bad", Journal of Consumer research, 31(1) (2004)
- Abdul-Ghani, E., "Emic and etic interpretations of engagement with a consumer-to-consumer online auction site", Journal of Business Research, 64(10) (2011)
- Agarwal, R., "A conceptual and operational definition of personal innovativeness in the domain of information technology", Information systems research, 9(2) (1998)
- Algesheimer, R., "The social influence of brand community: Evidence from European car clubs", Journal of marketing, 69(3) (2005)
- Avnet, T., "How regulatory fit affects value in consumer choices and opinions", Journal of Marketing Research, 43(1) (2006)
- Bellman, S., "The effectiveness of branded mobile phone apps", Journal of interactive Marketing, 25(4) (2011)
- Bijmolt, T. H., "Analytics for customer engagement", Journal of Service Research, 13(3) (2010)
- Bowden, J. L. H., "The process of customer engagement: A conceptual framework", Journal of Marketing Theory and Practice, 17(1) (2009)
- Brakus, J. J., "Brand experience: what is it? How is it measured? Does it affect loyalty?", Journal of marketing, 73(3) (2009)
- Brodie, R. J., "Consumer engagement in a virtual brand community: An exploratory analysis", Journal of Business Research, 66(1) (2013)
- Calder, Bobby J., "Managing media and advertising change with integrated marketing", Journal of advertising research, 45(4) (2005)
- Davis, F. D., "Perceived usefulness, perceived ease of use, and user acceptance of information technology", MIS quarterly (1989)
- Fogelgren-Pedersen, A., "The paradox of the mobile internet: Acceptance of gadgets and Rejection of innovations", BLED 2003 Proceedings (2003)
- Hirschman, E. C., "Innovativeness, novelty seeking, and consumer creativity", Journal of Consumer Research, 7(3) (1980)
- Hollebeek, L. D., "The customer engagement", value interface: An exploratory investigation, 2013, pp.21(1), ~
- Hollebeek, L. D., "Consumer brand engagement in social media: Conceptualization, scale development and validation", Journal of interactive marketing, 28(2) (2014)
- Hutton, G., "Smartphone opens up new opportunities for smart marketing", Admap, 44(11) (2009)
- Jung, J., "From access to utilization factors affecting smartphone application use and its impacts on social and human capital acquisition in South Korea", Journalism & Mass Communication Quarterly, 90(4) (2013)
- Kenny, D. A., "The performance of RMSEA in models with small degrees of freedom", Sociological Methods & Research, 44(3) (2015)
- Kim, E., "To app or not to app: Engaging consumers via branded mobile apps", Journal of Interactive Advertising, 13(1) (2013)
- 김수정, "모바일 리워드 앱의 포인트 소진 유형이 이용자의 선호도, 만족도 및 사용의도에 미치는 영향", 브랜드디자인학연구, 12(1), pp.143~156 (2014), 사단법인 한국브랜드디자인학회[DOI]
- Kim, Young Hoon, "A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention", Decision Support Systems, 56 (2013)
- Kumar, V., "Undervalued or overvalued customers: capturing total customer engagement value", Journal of Service Research, 13(3) (2010)
- Lemke, F., "Customer experience quality: an exploration in business and consumer contexts using repertory grid technique", Journal of the Academy of Marketing Science, 39(6) (2011)
- Pham, M. T., "Rethinking regulatory engagement theory", Journal of Consumer Psychology, 19(2) (2009)
- Purcell, K., "The rise of apps culture", Pew Internet & American Life Project, 14 (2010)
- Scitovsky, T., "Economic Growth and Resources" (1979), Palgrave Macmillan UK
- Zhang, J., "Understanding the acceptance of mobile SMS advertising among young Chinese consumers", Psychology & Marketing, 25(8) (2008)
- "Burberry's mobile penetration tripled in the past year" (2015)[URL]
- "14 Brands Using Mobile Apps Instead of Ads to Build Customer Loyalty" (2015)[URL]
- "Six theses on digital customer engagement in a troubled economy"[URL]
- "The 2011 Top 100 global brands and their app store status" (2011)[URL]