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Branded Mobile Apps: How do consumer-brand relationships within apps shape addictive
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Orientador(es)
Resumo(s)
Smartphone addiction has increasingly been brought to attention in the last years, in the light of its
impact on mental health and digital wellbeing, with authors mainly focusing on psychological and
environmental factors leading to this disorder or its consequences. The role that brands and branded
mobile apps themselves play on the development of this addictive behaviour, however, lacks further
investigation, despite being of utmost importance for companies, as they are expected to make a
positive social impact on consumers’ lives. In an experimental study, the current research examines
the moderating role of brand relationships on smartphone addiction and the underlying goal pursuit.
Results indicate that communal (vs. exchange) relationships can increase smartphone addiction, as
users under this condition nurture more affective feelings towards brands and their apps, thus
becoming more engaged. Findings further demonstrate that perceived entertainment and hedonic
goals underlie the effects of communal relationships, whereas utilitarian goals and perceived
informational value moderate the effect of exchange relationships on addictive behaviours. This
research provides important theoretical and managerial implications, empowering brand managers
with strategies to mitigate potential negative outcomes of an excessive use of branded mobile apps
on consumers’ wellbeing, integrated in a Corporate Digital Responsibility strategy.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Smartphone addiction Branded mobile apps Brand relationships Goal pursuit SDG 3 - Good health and well-being SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure