We present an integrative review of existing marketing research on mobile apps, clarifying
and expanding what is known around how apps shape customer experiences and value …

The COVID-19 pandemic has wreaked havoc in Korean society since the end of 2019.
Unlike prior to the pandemic, when online and offline activities were conducted side-by-side …

The growing use of mobile technologies is spawning firms' adoption of mobile relationship-
building techniques, including via mobile apps. However, despite the rapid rise of these …

Digital technologies have become critical to businesses for their engagement, sales, and
other marketing-related activities. However, despite massive attention over the last few …

Understanding customer engagement outcomes in mobile applications is essential for the
success of firms. The present study examines a model to comprehend customer …

This study aims to understand the drivers behind the usage habits of voice assistants (VAs).
To do so, we extend the Technology Acceptance Model in conjunction with the concept of …

Purpose Branded applications (apps) are increasingly important in marketers' omnichannel
strategies. They have not only changed the way customers purchase but also changed the …

Branded mobile applications (apps) serve as useful marketing tools to assist existing and
potential customers and greatly motivate consumers to engage with brands. This paper aims …

Mobile devices have become a dominant feature of modern life, and increasingly
organizations are employing dedicated mobile phone applications to maintain …

This study explores intrinsic (ie, perceived enjoyment, perceived involvement) and extrinsic
motivator (ie, perceived usefulness, convenience, perceived ease of use) for usage …