Marketing research on Mobile apps: past, present and future

Lara Stocchi, Naser Pourazad, Nina Michaelidou, Arry Tanusondjaja, Paul Harrigan

Journal of the Academy of Marketing Science · 2022 · Volume 50 · Issue 2

Abstract

We present an integrative review of existing marketing research on mobile apps, clarifying and expanding what is known around how apps shape customer experiences and value across iterative customer journeys, leading to the attainment of competitive advantage, viaapps(in instances of apps attached to an existing brand) andfor apps(when the app is the brand). To synthetize relevant knowledge, we integrate different conceptual bases into a unified framework, which simplifies the results of an in-depth bibliographic analysis of 471 studies. The synthesis advances marketing research by combining customer experience, customer journey, value creation and co-creation, digital customer orientation, market orientation, and competitive advantage. This integration of knowledge also furthers scientific marketing research on apps, facilitating future developments on the topic and promoting expertise exchange between academia and industry.

Keywords

Mobile applications, Mobile apps, Apps, Customer journey, Customer experience, Digital customer orientation, Competitive advantage

Enable JavaScript for citation tools and additional paper interactions.