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A Systematic Literature Review on Factors Affecting Customer Engagement in Mobile Applications
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Author(s): Naina Sobti (Manav Rachna University, India), Vikas Sharma (USB, Chandigarh University, India)and Kirti Khanna (Faculty of Management Studies - UG, Manav Rachna International Institute of Research and Studies, India)
Copyright: 2023
Pages: 14
Source title:
Cultural Marketing and Metaverse for Consumer Engagement
Source Author(s)/Editor(s): Amandeep Singh (Chitkara Business School, Chitkara University, India), Sandhir Sharma (Chitkara Business School, Chitkara University, India), Amrinder Singh (Jain University, India), Murat Unanoglu (İstanbul Aydin University, Turkey)and Sanjay Taneja (Uşak University, Turkey)
DOI: 10.4018/978-1-6684-8312-1.ch002
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Abstract
The purpose of this research study is to understand the key factors that affect customer engagement in mobile applications. This paper is an attempt at synthesizing all the available literature in this area through a systematic literature review methodology using PRISMA of 31 papers from the year 2000 to December 2021 extracted from Scopus, and arriving at a conceptual framework and proposed model which can be tested empirically later in future research studies. The concept of customer engagement has been widely researched and analysed over the past decade, but the factors affecting customer engagement in mobile applications have emerged in the literature in recent years only, and specific factors have not been highlighted can be discussed in more detail. This study proposed a conceptual framework which shows that mainly three factors are responsible for mobile app engagement which are hedonic factors, utilitarian factors, and social factors.
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