Open AccessBeliefs, Attitudes, and Behaviour Towards Marketing Communication on Social Networks
Author(s) -
Denis Tomše,
Boris Snoj,
Borut Milfelner
Publication year - 2022
Publication title -
international journal of e-services and mobile applications/international journal of e-services and mobile applications
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.185
H-Index - 7
eISSN - 1941-6288
pISSN - 1941-627X
DOI - 10.4018/ijesma.2022010101
Subject(s) - marketing , croatian , value (mathematics) , marketing research , marketing communication , social marketing , business , social network (sociolinguistics) , social media marketing , public relations , advertising , social media , digital marketing , political science , computer science , linguistics , philosophy , machine learning , law
Motivated by the role that branded apps play in enhancing customer perceptions of brands, this paper is developed to provide a better understanding of the extent to which task-service fit associated with branded apps influences brand attitudes. The primary research objective is to determine how perceptions of task-service fit associated with branded apps enhances branded app experience and to explore brand co-creation and ultimately brand loyalty. Using data from 573 branded app users we were able to identify the following relationships: Perceptions of task-service fit and o-creation were found to influence brand loyalty. Also, task-service fit and randed app experience influenced co-creation. Finally, results also confirm that branded app experience and brand co-creation are mediators of the relationship between task-service fit and brand loyalty.