The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
What We Know and Do Not Know About Mobile App Usage and Stickiness: A Research Agenda
Abstract
Mobile applications (apps) have transformed the way firms and consumers communicate with each other, and have now become integral to firms' marketing strategies. However, in a marketplace characterized by myriad choices, one of the biggest challenges that Marketers face is to foster continued and frequent use, or stickiness. This brings forth two important questions: what factors affect consumers' decision to use and “stick” to apps? What are the key outcomes of stickiness for both consumers and firms? This study maps the conceptual and research issues underlying consumers' decision journey and outcomes with respect to mobile app use. We build a framework based on the central tenets of interactivity combined with the insights gleaned from a survey of interdisciplinary literature. We discuss the implications for research and practice in this emerging area of interest.
Related Content
Salwa Saidi, Anis Ghattassi, Samar Zaggouri, Ahmed Ezzine.
© 2021.
19 pages.
|
Mehmet Sevkli, Abdullah S. Karaman, Yusuf Ziya Unal, Muheeb Babajide Kotun.
© 2021.
29 pages.
|
Soumaya Elhosni, Sami Faiz.
© 2021.
13 pages.
|
Symphorien Monsia, Sami Faiz.
© 2021.
20 pages.
|
Sana Rekik.
© 2021.
9 pages.
|
Oumayma Bounouh, Houcine Essid, Imed Riadh Farah.
© 2021.
14 pages.
|
Mustapha Mimouni, Nabil Ben Khatra, Amjed Hadj Tayeb, Sami Faiz.
© 2021.
18 pages.
|
|
|