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Abstract
Having numerous features thanks to advancements in digital technology, smartphones make life easier for users who today can conduct their activities and transactions independently of time and place by using a wide range of branded mobile applications (apps) on sports, finance, shopping and health etc. Through these apps, brands have the opportunity to reach users directly, interact with them and make customized offers. In order for brands to maximize their benefits from their own mobile apps, it is undoubtedly necessary to find out about smartphone users’ perceptions of those branded mobile apps. Therefore, the aim of this study is to determine smartphone users’ perceptions of branded mobile apps. In line with this purpose, face-to-face surveys were conducted in November-December 2016 with 437 students from Kastamonu University. Based on the results, smartphone users’ perceptions of branded mobile apps were grouped under the factors of facilitation, stimulation of purchase desire, customization and post-purchase trust.
Highlights
IntroductionSmartphones, tablets, computers and personal digital assistants (PDAs) are becoming more and more widespread
With advancements in technology, smartphones, tablets, computers and personal digital assistants (PDAs) are becoming more and more widespread
The development of e-commerce over mobile phones and constant availability of and access to smart devices have attracted the attention of marketing experts, who have thereupon sought ways to impress consumers through a variety of iOS and Android apps which have been developed in recent years for mobile devices by rapidly-growing brands
Summary
Smartphones, tablets, computers and personal digital assistants (PDAs) are becoming more and more widespread. The development of e-commerce over mobile phones and constant availability of and access to smart devices have attracted the attention of marketing experts, who have thereupon sought ways to impress consumers through a variety of iOS and Android apps which have been developed in recent years for mobile devices by rapidly-growing brands. These branded apps are software systems designed to run on smartphones, tablets and other mobile electronic devices. Users meet their needs through these branded apps in a wide variety of areas such as communication, education, business, entertainment, medicine, finance, travel, public services, social activities and transportation
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