Branded App Engagement: Comparing Apps from Goods and Service Brands

Digital consumer engagement was recently rated as the top strategic priority for the coming years by CEO’s and other C-level executives in a large scale survey by McKinsey & Company (2014). A likely reason for this endorsement is that highly engaged consumers are believed to be more responsive to advertising messages, leading to increased persuasion (Calder, Malthouse, & Schaedel, 2009). Where digital consumer engagement encompasses consumer engagement via various digital platforms—from social media to company websites—one digital platform that has been receiving an increasing amount of attention in recent years is the branded app.