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The dynamics of consumer engagement with mobile technologies
Abstract and Figures
While significant insights about the customer engagement concept have been gleaned in recent literature, little remains known regarding the nature and dynamics characterizing customers' engagement with mobile apps, particularly from a longitudinal perspective. Therefore, a key objective of this paper is to examine how customer engagement with branded mobile apps is related to purchase behaviors over time as a dynamic iterative process. To investigate this issue we deploy a unique dataset addressing customers' mobile app engagement and purchases. Surprisingly, the results from a VAR model suggest that customer mobile app disengagement , where consumers abandon the app, has a stronger long-term effect on purchase behaviors than customers' engagement with the app. In addition, purchase behavior alleviates customer disengagement with the app. The study, therefore, provides novel findings pertaining to the dynamic interrelationship between customers' engagement with new digital media and purchase behaviors, from which we draw important scholarly and managerial implications.
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