Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지
DOI QR코드

DOI QR Code

Decoding the Branded App Engagement Process: A Grounded Theory Approach

  • Received : 2021.07.06
  • Accepted : 2021.11.03
  • Published : 2021.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

The study aims to explore the nature, drivers of BAE. In particular, how and why consumers engage with branded mobile apps. Since consumer engagement is a multi-dimensional and complex phenomenon, the authors took an interpretivist paradigm and used a grounded theory approach by interviewing 24 participants. The findings reveal that branded app engagement (BAE) is triggered by mainly three aspects, i.e., media characteristics (Privacy and security, customization, and convenience), brand-related aspects (brand image and product/service quality), and benefits sought (inherent and derived). More importantly, we uncover the underlying mechanism for each factor. Furthermore, the study explains the BAE process in its entirety from an app-centric perspective rather the brand powering the app. Thus, the study offers a fresh perspective and novel insights into the BAE process.

Keywords

References

  1. Abdul-Ghani, E., Hyde, K. F., and Marshall, R. (2011). Emic and etic interpretations of engagement with a consumer-to-consumer online auction site. Journal of Business Research, 64(10), 1060-1066.  https://doi.org/10.1016/j.jbusres.2010.10.009
  2. Achterberg, W., Pot, A. M., Kerkstra, A., Ooms, M., Muller, M., and Ribbe, M. (2003). The effect of depression on social engagement in newly admitted Dutch nursing home residents. The Gerontologist, 43(2), 213-218.  https://doi.org/10.1093/geront/43.2.213
  3. Adu, M. D., Malabu, U. H., Malau-Aduli, A. E., and Malau-Aduli, B. S. (2018). Users' preferences and design recommendations to promote engagements with mobile apps for diabetes self-management: multi-national perspectives. PloS One, 13(12), e0208942. 
  4. Alnawas, I., and Aburub, F. (2016). The effect of benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions. Journal of Retailing and Consumer Services, 31, 313-322.  https://doi.org/10.1016/j.jretconser.2016.04.004
  5. Andrews, M., Goehring, J., Hui, S., Pancras, J., and Thornswood, L. (2016). Mobile promotions: A framework and research priorities. Journal of Interactive Marketing, 34, 15-24.  https://doi.org/10.1016/j.intmar.2016.03.004
  6. Bagozzi, R. P., and Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of research in Marketing, 23(1), 45-61.  https://doi.org/10.1016/j.ijresmar.2006.01.005
  7. Baig, M. M., Gholam Hosseini, H., and Connolly, M. J. (2015). Mobile healthcare applications: System design review, critical issues and challenges. Australasian Physical and Engineering Sciences in Medicine, 38(1), 23-38.  https://doi.org/10.1007/s13246-014-0315-4
  8. Balapour, A., Nikkhah, H. R., and Sabherwal, R. (2020). Mobile application security: Role of perceived privacy as the predictor of security perceptions. International Journal of Information Management, 52, 102063. 
  9. Baldus, B. J., Voorhees, C., and Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978-985. 
  10. Banerjee, A., Mukherjee, A., Paul, H. S., and Dey, S. (2013). Offloading work to mobile devices: An availability-aware data partitioning approach. In Proceedings of the First International Workshop on Middleware for Cloud-enabled Sensing, 1-6, December. 
  11. Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., and Varan, D. (2011). The effectiveness of branded mobile phone apps. Journal of Interactive Marketing, 25(4), 191-200.  https://doi.org/10.1016/j.intmar.2011.06.001
  12. Bianchi, C., and Andrews, L. (2018). Consumer engagement with retail firms through social media: an empirical study in Chile. International Journal of Retail and Distribution Management, 46(4), 364-385.  https://doi.org/10.1108/IJRDM-02-2017-0035
  13. Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63-74.  https://doi.org/10.2753/MTP1069-6679170105
  14. Boyd, D. E., Kannan, P. K., and Slotegraaf, R. J. (2019). Branded apps and their impact on firm value: A design perspective. Journal of Marketing Research, 56(1), 76-88. 
  15. Braun, V., and Clarke, V. (2021). To saturate or not to saturate? Questioning data saturation as a useful concept for thematic analysis and sample-size rationales. Qualitative Research in Sport, Exercise and Health, 13(2), 201-216.  https://doi.org/10.1080/2159676X.2019.1704846
  16. Brodie, R. J., Hollebeek, L. D., Juric, B., and Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271.  https://doi.org/10.1177/1094670511411703
  17. Brodie, R. J., Ilic, A., Juric, B., and Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114. 
  18. Bryson, C., and Hand, L. (2007). The role of engagement in inspiring teaching and learning. Innovations in Education and Teaching International, 44(4), 349-362.  https://doi.org/10.1080/14703290701602748
  19. Calder, B. J., Malthouse, E. C., and Maslowska, E. (2016). Brand marketing, big data and social innovation as future research directions for engagement. Journal of Marketing Management, 32(5-6), 579-585.  https://doi.org/10.1080/0267257X.2016.1144326
  20. Calder, B. J., Malthouse, E. C., and Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing, 23(4), 321-331.  https://doi.org/10.1016/j.intmar.2009.07.002
  21. Charmaz, K., and Henwood, K. (2017). Grounded theory methods for qualitative psychology. In The SAGE handbook of qualitative research in psychology, 2 (p. 238e256). 
  22. Chen, J. F., Chang, J. F., Kao, C. W., and Huang, Y. M. (2016). Integrating ISSM into TAM to enhance digital library services. The Electronic Library, 34(1), 58-73.  https://doi.org/10.1108/EL-01-2014-0016
  23. Chen, Y. R. R. (2017). Perceived values of branded mobile media, consumer engagement, businessconsumer relationship quality and purchase intention: A study of WeChat in China. Public Relations Review, 43(5), 945-954.  https://doi.org/10.1016/j.pubrev.2017.07.005
  24. Chuah, S. H. W., shnabel, P. A., Krey, N., Nguyen, B., Ramayah, T., and Lade, S. (2016). Wearable technologies: The role of usefulness and visibility in smartwatch adoption. Computers in Human Behavior, 65, 276-284. 
  25. Chung, H. (2015). Consumer brand engagement by virtue of using Star bucks s branded mobile app based on grounded theory methodology. International Journal of Asia Digital Art and Design Association, 19(4), 91-97. 
  26. Davis, F. D., Bagozzi, R. P., and Warshaw, P. R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35(8), 982-1003.  https://doi.org/10.1287/mnsc.35.8.982
  27. De Oliveira Santini, F., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., and Babin, B. J. (2020). Customer engagement in social media: A framework and meta-analysis. Journal of the Academy of Marketing Science, 48, 1211-1228.  https://doi.org/10.1007/s11747-020-00731-5
  28. De Valck, K., Van Bruggen, G. H., and Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47(3), 185-203.  https://doi.org/10.1016/j.dss.2009.02.008
  29. De Villiers, R. (2015). Consumer brand enmeshment: Typography and complexity modeling of consumer brand engagement and brand loyalty enactments. Journal of Business Research, 68(9), 1953-1963.  https://doi.org/10.1016/j.jbusres.2015.01.005
  30. Dessart, L., Veloutsou, C., and Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product and Brand Management, 24(1), 28-42.  https://doi.org/10.1108/JPBM-06-2014-0635
  31. Dincer, M. Z., and Alrawadieh, Z. (2017). Negative word of mouse in the hotel industry: A content analysis of online reviews on luxury hotels in Jordan. Journal of Hospitality Marketing and Management, 26(8), 785-804.  https://doi.org/10.1080/19368623.2017.1320258
  32. Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., and Goodman, S. (2019). Social media engagement behavior. European Journal of Marketing, 53(10), 2213-2243.  https://doi.org/10.1108/EJM-03-2017-0182
  33. Dovaliene, A., Masiulyte, A., and Piligrimiene, Z. (2015). The relations between customer engagement, perceived value and satisfaction: The case of mobile applications. Procedia-Social and Behavioral Sciences, 213, 659-664.  https://doi.org/10.1016/j.sbspro.2015.11.469
  34. Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24, 100-109.  https://doi.org/10.1016/j.jretconser.2015.02.007
  35. Eisingerich, A. B., Marchand, A., Fritze, M. P., and Dong, L. (2019). Hook vs. hope: How to enhance customer engagement through gamification. International Journal of Research in Marketing, 36(2), 200-215.  https://doi.org/10.1016/j.ijresmar.2019.02.003
  36. Fang, J., Zhao, Z., Wen, C., and Wang, R. (2017). Design and performance attributes driving mobile travel application engagement. International Journal of Information Management, 37(4), 269-283.  https://doi.org/10.1016/j.ijinfomgt.2017.03.003
  37. Flaherty, S. J., McCarthy, M. B., Collins, A. M., and McAuliffe, F. M. (2019). A different perspective on consumer engagement: Exploring the experience of using health apps to support healthier food purchasing. Journal of Marketing Management, 35(3-4), 310-337.  https://doi.org/10.1080/0267257X.2019.1576756
  38. Gambetti, R. C., Graffigna, G., and Biraghi, S. (2012). The grounded theory approach to consumer-brand engagement: The practitioner's standpoint. International Journal of Market Research, 54(5), 659-687.  https://doi.org/10.2501/IJMR-54-5-659-687
  39. Garzaro, D. M., Varotto, L. F., and De Carvalho Pedro, S. (2020). Internet and mobile banking: the role of engagement and experience on satisfaction and loyalty. International Journal of Bank Marketing, 39(1), 1-23.  https://doi.org/10.1108/IJBM-08-2020-0457
  40. Genner, S., and Suss, D. (2017). Socialization as media effect. The International Encyclopedia of Media Effects, 1-15. 
  41. Gilbert, D., Balestrini, P., and Littleboy, D. (2004). Barriers and benefits in the adoption of e government. International Journal of Public Sector Management, 17(4), 286-301. 
  42. Glaser, B. G., and Strauss, A. L. (2017). Discovery of grounded theory: Strategies for qualitative research. Routledge. 
  43. Graffigna, G., and Gambetti, R. C. (2015). Grounding consumer-brand engagement: a field-driven conceptualization. International Journal of Market Research, 57(4), 605-630.  https://doi.org/10.2501/IJMR-2015-049
  44. Grewal, D., Roggeveen, A. L., Sisodia, R., and Nordfalt, J. (2017). Enhancing customer engagement through consciousness. Journal of Retailing, 93(1), 55-64.  https://doi.org/10.1016/j.jretai.2016.12.001
  45. Gunasekaran, A., and Ngai, E. W. (2011). Strategic enterprise information systems for global supply chain competitiveness. The Journal of Strategic Information Systems, 20(3), 215-216. 
  46. Gupta, A., and Arora, N. (2017). Understanding determinants and barriers of mobile shopping adoption using behavioral reasoning theory. Journal of Retailing and Consumer Services, 36, 1-7.  https://doi.org/10.1016/j.jretconser.2016.12.012
  47. Gurtner, S., Reinhardt, R., and Soyez, K. (2014). Designing mobile business applications for different age groups. Technological Forecasting and Social Change, 88, 177-188.  https://doi.org/10.1016/j.techfore.2014.06.020
  48. Gustaffson, J. P. (2005). Visual Minteq v2. 32. Royal Institute of Technology, Stockholm, Sweden. 
  49. Hinsch, C., Felix, R., and Rauschnabel, P. A. (2020). Nostalgia beats the wow-effect: Inspiration, awe and meaningful associations in augmented reality marketing. Journal of Retailing and Consumer Services, 53, 101987. 
  50. Hollebeek, L. (2011). Exploring customer brand engagement: Definition and themes. Journal of Strategic Marketing, 19(7), 555-573.  https://doi.org/10.1080/0965254X.2011.599493
  51. Hollebeek, L. D. (2011a). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8), 785-807.  https://doi.org/10.1080/0267257X.2010.500132
  52. Hollebeek, L. D., Glynn, M. S., and Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165.  https://doi.org/10.1016/j.intmar.2013.12.002
  53. Hollebeek, L. D., Juric, B., and Tang, W. (2017). Virtual brand community engagement practices: A refined typology and model. Journal of Services Marketing, 31(3), 204-217. 
  54. Islam, J. U., and Rahman, Z. (2016). Linking customer engagement to trust and word-of-mouth on Facebook brand communities: An empirical study. Journal of Internet Commerce, 15(1), 40-58.  https://doi.org/10.1080/15332861.2015.1124008
  55. Jaakkola, E., and Alexander, M. (2014). The role of customer engagement behavior in value co-creation: A service system perspective. Journal of Service Research, 17(3), 247-261.  https://doi.org/10.1177/1094670514529187
  56. Javornik, A., and Mandelli, A. (2013, July). Research categories in studying customer engagement. In AM2013 Academy of Marketing Conference. 
  57. Jennings, M. K., and Stoker, L. (2004). Social trust and civic engagement across time and generations. Acta Politica, 39(4), 342-379.  https://doi.org/10.1057/palgrave.ap.5500077
  58. Jeong, S. C., Kim, S. H., Park, J. Y., and Choi, B. (2017). Domain-specific innovativeness and new product adoption: A case of wearable devices. Telematics and Informatics, 34(5), 399-412.  https://doi.org/10.1016/j.tele.2016.09.001
  59. Kaiser, C., Ahuvia, A., Rauschnabel, P. A., and Wimble, M. (2020). Social media monitoring: What can marketers learn from Facebook brand photos? Journal of Business Research, 117, 707-717.  https://doi.org/10.1016/j.jbusres.2019.09.017
  60. Kang, J. Y. M., Mun, J. M., and Johnson, K. K. (2015). In-store mobile usage: Downloading and usage intention toward mobile location-based retail apps. Computers in Human Behavior, 46, 210-217.  https://doi.org/10.1016/j.chb.2015.01.012
  61. Kim, C., Mirusmonov, M., and Lee, I. (2010). An empirical examination of factors influencing the intention to use mobile payment. Computers in Human Behavior, 26(3), 310-322.  https://doi.org/10.1016/j.chb.2009.10.013
  62. Kim, E., Lin, J. S., and Sung, Y. (2013). To app or not to app: Engaging consumers via branded mobile apps. Journal of Interactive Advertising, 13(1), 53-65.  https://doi.org/10.1080/15252019.2013.782780
  63. Kim, J. S. (2016). An extended technology acceptance model in behavioral intention toward hotel tablet apps with moderating effects of gender and age. International Journal of Contemporary Hospitality Management, 28(8), 1535-1553.  https://doi.org/10.1108/IJCHM-06-2015-0289
  64. Kim, J., and Ah Yu, E. (2016). The holistic brand experience of branded mobile applications affects brand loyalty. Social Behavior and Personality: An International Journal, 44(1), 77-87.  https://doi.org/10.2224/sbp.2016.44.1.77
  65. Kim, S. C., Yoon, D., and Han, E. K. (2016). Antecedents of mobile app usage among smartphone users. Journal of Marketing Communications, 22(6), 653-670.  https://doi.org/10.1080/13527266.2014.951065
  66. Kim, S., and Baek, T. H. (2018). Examining the antecedents and consequences of mobile app engagement. Telematics and Informatics, 35(1), 148-158.  https://doi.org/10.1016/j.tele.2017.10.008
  67. Kim, Y. H., Kim, D. J., and Wachter, K. (2013). A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention. Decision Support Systems, 56, 361-370. 
  68. Kumar, H. (2021). Augmented reality in online retailing: A systematic review and research agenda. International Journal of Retail & Distribution Management. 
  69. Lella, A., and Lipsman, A. (2014). The US mobile app report. Tech. Rep., 8. 
  70. Li, X., Zhao, X., and Pu, W. (2020). Measuring ease of use of mobile applications in e-commerce retailing from the perspective of consumer online shopping behaviour patterns. Journal of Retailing and Consumer Services, 55, 102093. 
  71. Liu, I. L., Cheung, C. M., and Lee, M. K. (2010). Understanding Twitter usage: What drive people continue to Tweet. Pacis, 92, 928-939. 
  72. Lorca-Cabrera, J., Grau, C., Marti-Arques, R., Raigal-Aran, L., Falco-Pegueroles, A., and AlbacarRioboo, N. (2020). Effectiveness of health web-based and mobile app-based interventions designed to improve informal caregiver's well-being and quality of life: A systematic review. International Journal of Medical Informatics, 134, 104003. 
  73. Malik, A., Suresh, S., and Sharma, S. (2017). Factors influencing consumers' attitude towards adoption and continuous use of mobile applications: A conceptual model. Procedia Computer Science, 122, 106-113.  https://doi.org/10.1016/j.procs.2017.11.348
  74. Mansour, E. (2016). Use of smartphone apps among library and information science students at South Valley University, Egypt. International Journal of Internet Education, 15(1), 30-62.  https://doi.org/10.21608/ijie.2016.3681
  75. Marbach, J., Lages, C., Nunan, D., and Ekinci, Y. (2019). Consumer engagement in online brand communities: the moderating role of personal values. European Journal of Marketing, 53(9), 1671-1700.  https://doi.org/10.1108/EJM-10-2017-0721
  76. Marino, V., and Presti, L. L. (2018). Engagement, satisfaction and customer behavior-based CRM performance. Journal of Service Theory and Practice, 28(5), 682-707.  https://doi.org/10.1108/JSTP-11-2017-0222
  77. Marsden, P., and Chaney, P. (2012). The social commerce handbook: 20 secrets for turning social media into social sales. McGraw Hill Professional. 
  78. McLean, G. (2018). Examining the determinants and outcomes of mobile app engagement-A longitudinal perspective. Computers in Human Behavior, 84, 392-403. 
  79. McLean, G., and Wilson, A. (2019). Shopping in the digital world: Examining customer engagement through augmented reality mobile applications. Computers in Human Behavior, 101, 210-224.  https://doi.org/10.1016/j.chb.2019.07.002
  80. Mehra, A., Paul, J., and Kaurav, R. P. S. (2020). Determinants of mobile apps adoption among young adults: Theoretical extension and analysis. Journal of Marketing Communications, 1-29. 
  81. Mindsea. (2020). 28 mobile app statistics to know in 2021. Available at https://mindsea.com/app-stats/ (Accessed on 10 May 2021). 
  82. Mishra, A. S. (2019). Antecedents of consumers' engagement with brand-related content on social media. Marketing Intelligence and Planning, 37(4), 386-400.  https://doi.org/10.1108/MIP-04-2018-0130
  83. Moliner, M. A., Monferrer-Tirado, D., and Estrada-Guillen, M. (2018). Consequences of customer engagement and customer self-brand connection. Journal of Services Marketing, 32(4), 387-399.  https://doi.org/10.1108/JSM-08-2016-0320
  84. Mollen, A., and Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9-10), 919-925.  https://doi.org/10.1016/j.jbusres.2009.05.014
  85. Newman, C. L., Wachter, K., and White, A. (2018). Bricks or clicks? Understanding consumer usage of retail mobile apps. Journal of Services Marketing, 32(2), 211-222.  https://doi.org/10.1108/JSM-08-2016-0289
  86. Ng, S. C., Sweeney, J. C., and Plewa, C. (2020). Customer engagement: A systematic review and future research priorities. Australasian Marketing Journal (AMJ), 28(4), 235-252. 
  87. Ng, S., Plewa, C., and Sweeny, J. (2016). Customer engagement with a service offering: a framework for complex services. In R. Brodie, L. Hollebeek & J. Conduit (Eds.), Customer engagement: Contemporary issues and challenges (pp. 193-210). Routledge, Abingdon, United Kingdom, Ch.11. 
  88. Nysveen, H., Pedersen, P. E., and Skard, S. E. (2015). A review of mobile services research: Research gaps and suggestions for future research on mobile apps. Working Paper, No. 01/15, Centre for Applied Research, Norwegian School of Economics, Bergen, January. 
  89. O'Dea, S. (2020, December 10). Smartphone users 2020 I Statista. (Accessed on 2 January 2021). 
  90. O'Brien, H. L. (2017). Antecedents and learning outcomes of online news engagement. Journal of the Association for Information Science and Technology, 68(12), 2809-2820.  https://doi.org/10.1002/asi.23854
  91. O'Brien, H. L., and Toms, E. G. (2008). What is user engagement? A conceptual framework for defining user engagement with technology. Journal of the American society for Information Science and Technology, 59(6), 938-955.  https://doi.org/10.1002/asi.20801
  92. Oh, J., and Sundar, S. S. (2016). User engagement with interactive media: A communication perspective. In Why engagement matters (pp. 177-198). Springer, Cham. 
  93. Oliver, R. L., and DeSarbo, W. S. (1988). Response determinants in satisfaction judgments. Journal of Consumer Research, 14(4), 495-507.  https://doi.org/10.1086/209131
  94. Pancer, E., Chandler, V., Poole, M., and Noseworthy, T. J. (2019). How readability shapes social media engagement. Journal of Consumer Psychology, 29(2), 262-270.  https://doi.org/10.1002/jcpy.1073
  95. Pansari, A., and Kumar, V. (2017). Customer engagement: The construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294-311.  https://doi.org/10.1007/s11747-016-0485-6
  96. Parker, C. J., and Wang, H. (2016). Examining hedonic and utilitarian motivations for m-commerce fashion retail app engagement. Journal of Fashion Marketing and Management: An International Journal, 20(4), 487-506. 
  97. Peleg, M., Shahar, Y., Quaglini, S., Fux, A., Garcia-Saez, G., Goldstein, A., Hernando, M. E., Klimov, D., Martinez-Sarriegui, I., Napolitano, C., and Parimbelli, E. (2017). MobiGuide: A personalized and patient-centric decision-support system and its evaluation in the atrial fibrillation and gestational diabetes domains. User Modeling and User-Adapted Interaction, 27(2), 159-213.  https://doi.org/10.1007/s11257-017-9190-5
  98. Peng, K. F., Chen, Y., and Wen, K. W. (2014). Brand relationship, consumption values and branded app adoption. Industrial Management and Data Systems, 114(8), 1131-1143.  https://doi.org/10.1108/IMDS-05-2014-0132
  99. Phillips, B. J., and McQuarrie, E. F. (2010). Narrative and persuasion in fashion advertising. Journal of Consumer Research, 37(3), 368-392.  https://doi.org/10.1086/653087
  100. Quettra. (2020). Available at https://andrewchen.c om/new-data-shows-why-losing-80-of-your-mob ile-users-is-normal-and-that-the-best-apps-do-m uch-better/ (Accessed on 2 October 2021). 
  101. Ray, S., Kim, S. S., and Morris, J. G. (2014). The central role of engagement in online communities. Information Systems Research, 25(3), 528-546.  https://doi.org/10.1287/isre.2014.0525
  102. Reichelt, J., Sievert, J., and Jacob, F. (2014). How credibility affects eWOM reading: The influences of expertise, trustworthiness, and similarity on utilitarian and social functions. Journal of Marketing Communications, 20(1-2), 65-81. 
  103. Reportlinker. (2019). The mobile engagement market is projected to grow at a CAGR of 43.46% between 2017 and 2023. Available atMin (Accessed on 20 November 2020). 
  104. Rezaei, S., and Valaei, N. (2018). Apps shoppers' behaviour and the moderating effect of product standardization/brand recognition: A maximum likelihood estimation approach. International Journal of Electronic Marketing and Retailing, 9(2), 184-206.  https://doi.org/10.1504/IJEMR.2018.090893
  105. Rogers, E. M. (1983). The diffusion of innovations (3rd ed.). New York. NY: The Free Press. 
  106. Rohm, A. J., Gao, T. T., Sultan, F., and Pagani, M. (2012). Brand in the hand: A cross-market investigation of consumer acceptance of mobile marketing. Business Horizons, 55(5), 485-493.  https://doi.org/10.1016/j.bushor.2012.05.004
  107. Rosado-Pinto, F., and Loureiro, S. M. C. (2020). The growing complexity of customer engagement: a systematic review. Euro Med Journal of Business, 15(2), 167-203. 
  108. Roy, S., and Mandal, S. (2020). Antecedents and consequences to app engagement among young consumers in India. International Journal of Business Information Systems, 33(3), 337-359.  https://doi.org/10.1504/IJBIS.2020.105829
  109. Rust, R. T., and Cooil, B. (1994). Reliability measures for qualitative data: Theory and implications. Journal of Marketing Research, 31(1), 1-14.  https://doi.org/10.1177/002224379403100101
  110. Saks, A. M. (2006). Antecedents and consequences of employee engagement. Journal of Managerial Psychology, 21(7), 600-619. 
  111. Sashi, C. M. (2012). Customer engagement, buyer- seller relationships, and social media. anagement Decision, 50(2), 253-272. 
  112. Shankar, V., and Balasubramanian, S. (2009). Mobile marketing: A synthesis and prognosis. Journal of Interactive Marketing, 23(2), 118-129.  https://doi.org/10.1016/j.intmar.2009.02.002
  113. Shen, G. C. C. (2015). Users' adoption of mobile applications: Product type and message framing's moderating effect. Journal of Business Research, 68(11), 2317-2321.  https://doi.org/10.1016/j.jbusres.2015.06.018
  114. Smith, H. J., Milberg, S. J., and Burke, S. J. (1996). Information privacy: Measuring individuals' concerns about organizational practices. MIS Quarterly, 20(2), 167-196. https://doi.org/10.2307/249477
  115. Sohn, S. (2017). A contextual perspective on consumers' perceived usefulness: The case of mobile online shopping. Journal of Retailing and Consumer Services, 38, 22-33.  https://doi.org/10.1016/j.jretconser.2017.05.002
  116. Statista. (2021). Mobile app usage- statistics and fact. Available at https://www.statista.com/topics/1002/mobile-app-usage/ (Accessed on 10 May 2021). 
  117. Stocchi, L., Michaelidou, N., Pourazad, N., and Micevski, M. (2018). The rules of engagement: How to motivate consumers to engage with branded mobile apps. Journal of Marketing Management, 34(13-14), 1196-1226. 
  118. Storbacka, K., Brodie, R. J., Bohmann, T., Maglio, P. P., and Nenonen, S. (2016). Actor engagement as a micro-foundation for value co-creation. Journal of Business Research, 69(8), 3008-3017.  https://doi.org/10.1016/j.jbusres.2016.02.034
  119. Strauss, A., and Corbin, J. (1990). Basics of qualitative research: Grounded theory procedures and techniques. Sage Publications, Newbury Park, CA. 
  120. Sun, J. C. Y., and Rueda, R. (2012). Situational interest, computer self efficacy and self regulation: Their impact on student engagement in distance education. British Journal of Educational Technology, 43(2), 191-204. 
  121. Tam, K. Y., and Ho, S. Y. (2005). Web personalization as a persuasion strategy: An elaboration likelihood model perspective. Information Systems Research, 16(3), 271-291.  https://doi.org/10.1287/isre.1050.0058
  122. Tarute, A., Nikou, S., and Gatautis, R. (2017). Mobile application driven consumer engagement. Telematics and Informatics, 34(4), 145-156.  https://doi.org/10.1016/j.tele.2017.01.006
  123. Thakur, R. (2019). The moderating role of customer engagement experiences in customer satisfactionloyalty relationship. European Journal of Marketing, 53(7), 1278-1310.  https://doi.org/10.1108/EJM-11-2017-0895
  124. Van Heerde, H. J., Dinner, I. M., and Neslin, S. A. (2019). Engaging the unengaged customer: The value of a retailer mobile app. International Journal of Research in Marketing, 36(3), 420-438.  https://doi.org/10.1016/j.ijresmar.2019.03.003
  125. Vasconcelos, L., Barcellos, R., Viterbo, J., Bernardini, F., Boscarioli, C., and Nunes, E. (2019). How factors that influence engagement impact users' evaluations in mobile app stores. In International Conference on Human-Computer Interaction (pp. 571-584). Springer, Cham, July. 
  126. Venkatesh, V., Thong, J. Y., and Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178.  https://doi.org/10.2307/41410412
  127. Verhoef, P. C., Reinartz, W. J., and Krafft, M. (2010). Customer engagement as a new perspective in customer management. Journal of Service Research, 13(3), 247-252. 
  128. Viswanathan, V., Hollebeek, L. D., Malthouse, E. C., Maslowska, E., Jung Kim, S., and Xie, W. (2017). The dynamics of consumer engagement with mobile technologies. Service Science, 9(1), 36-49.  https://doi.org/10.1287/serv.2016.0161
  129. Vivek, S. D., Beatty, S. E., and Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122-146.  https://doi.org/10.2753/MTP1069-6679200201
  130. Vo, N. T., Chovancova, M., and Tri, H. T. (2020). The impact of E-service quality on the customer satisfaction and consumer engagement behaviors toward luxury hotels. Journal of Quality Assurance in Hospitality and Tourism, 21(5), 499-523.  https://doi.org/10.1080/1528008X.2019.1695701
  131. Wang, J. P. C., and Gutierrez, A. (2018, October). An in-store mobile app for customer engagement: Discovering hedonic and utilitarian motivations in UK grocery retail. In European, Mediterranean, and Middle Eastern Conference on Information Systems (pp. 225-243). Springer, Cham. 
  132. Wu, L. (2015). Factors of continually using branded mobile apps: The central role of app engagement. International Journal of Internet Marketing and Advertising, 9(4), 303-320.  https://doi.org/10.1504/IJIMA.2015.072884
  133. Zhang, T., Lu, C., and Kizildag, M. (2018). Banking "on-the-go": Examining consumers' adoption of mobile banking services. International Journal of Quality and Service Sciences, 10(3), 279-295.  https://doi.org/10.1108/IJQSS-07-2017-0067
  134. Zhou, T. (2011). Understanding online community user participation: a social influence perspective. Internet Research, 21(1), 67-81. https://doi.org/10.1108/10662241111104884