This research explores the extent to which Smartphones and Smartphone apps can be viewed as an extension of ourselves. Digital technology allows us to shape who we are (our actual self) and re-invent who we want to be (our ideal self), yet little research has explored how a consumer’s self-concept effects their brand engagement with Smartphone apps. Drawing on research from Marketing Communications, Psychology and Human-computer interaction, the relationship between consumers’ digital selves and adoption, usage and retention of branded Smartphone apps will be analysed. A longitudinal exploratory study taking a mixed methods approach, will use questionnaires and netnography to examine whether a users’ self-concept affects their app usage beh...
The mobile device market, particularly for smartphones, has experienced incredible growth over the p...
The booming market for smartphone devices in developing countries requires a better understanding of...
Smartphone users use application markets every day. They see the application market as service; a pl...
This research explores the extent to which Smartphones and Smartphone apps can be viewed as an exten...
The internet has resulted in a fundamental shift in our theoretical understanding of identity constr...
Recent development in mobile technology provides marketers with the opportunity to further connect w...
Since the advent of the smartphone, mobile applications on these devices have increasingly gained in...
Since the advent of the smartphone, mobile applications on these devices have increasingly gained in...
Since the advent of the smartphone, mobile applications on these devices have increasingly gained in...
When brands communicate with consumers via interactive medium such as smartphone apps, how do they i...
In 2020, more than two third of the world’s population are using mobile phones or other internet dev...
The booming market for smartphone devices in developing countries requires a better understanding of...
In 2020, more than two third of the world’s population are using mobile phones or other internet dev...
[[abstract]]Branded mobile applications (apps) present one of the most promising opportunities for m...
The booming market for smartphone devices in developing countries requires a better understanding of...
The mobile device market, particularly for smartphones, has experienced incredible growth over the p...
The booming market for smartphone devices in developing countries requires a better understanding of...
Smartphone users use application markets every day. They see the application market as service; a pl...
This research explores the extent to which Smartphones and Smartphone apps can be viewed as an exten...
The internet has resulted in a fundamental shift in our theoretical understanding of identity constr...
Recent development in mobile technology provides marketers with the opportunity to further connect w...
Since the advent of the smartphone, mobile applications on these devices have increasingly gained in...
Since the advent of the smartphone, mobile applications on these devices have increasingly gained in...
Since the advent of the smartphone, mobile applications on these devices have increasingly gained in...
When brands communicate with consumers via interactive medium such as smartphone apps, how do they i...
In 2020, more than two third of the world’s population are using mobile phones or other internet dev...
The booming market for smartphone devices in developing countries requires a better understanding of...
In 2020, more than two third of the world’s population are using mobile phones or other internet dev...
[[abstract]]Branded mobile applications (apps) present one of the most promising opportunities for m...
The booming market for smartphone devices in developing countries requires a better understanding of...
The mobile device market, particularly for smartphones, has experienced incredible growth over the p...
The booming market for smartphone devices in developing countries requires a better understanding of...
Smartphone users use application markets every day. They see the application market as service; a pl...