The rules of engagement: how to motivate consumers to engage with branded mobile apps

Lara Stocchi, Nina Michaelidou, Naser Pourazad, Milena Micevski

Research output: Contribution to journalArticlepeer-review

38 Citations (Scopus)


This research presents and validates a framework, which illustrates how to motivate consumers to engage with branded mobile applications, or apps. The framework shows that consumer involvement with branded apps underpins two sets of consumer perceptions of the benefits that the app offers, which reflect the different motives for engaging with the app, as consumers experience them. These perceptions include the utilitarian motives of security, usefulness and ease of use; and the hedonic motives of interpersonal utility, attachment (with the device) and entertainment. This range of motives leads to the willingness to pay for the app and the willingness to recommend it. This research contributes to marketing theory by clarifying specific details of the psychological process through which it is possible to motivate consumer engagement with branded apps - i.e. by means of binding involvement, perceptions of how apps’ benefits meet individual needs and two key outcomes. The findings also yield managerial relevance. Above all, the outcomes of this research suggest that, by involving and motivating consumers through the improvement of the benefits that a branded app offers, it is possible to increase the app’s revenues and to encourage word-of-mouth, creating value for app providers and consumers.

Original languageEnglish
Pages (from-to)1196-1226
Number of pages31
JournalJournal of Marketing Management
Issue number13-14
Publication statusPublished - 19 Nov 2018


  • mobile applications
  • consumer engagement
  • consumer involvement
  • motivation
  • willingness to pay
  • word-of-mouth
  • Mobile applications


Dive into the research topics of 'The rules of engagement: how to motivate consumers to engage with branded mobile apps'. Together they form a unique fingerprint.

Cite this