Branded mobile application adoption and customer engagement behavior

作者：

Highlights：

• Branded app adoption and uses increase customers' website interactions.

• They also increase customers' spending and promotional responses.

• These effects differ by customer segment and brand relationship.

摘要

•Branded app adoption and uses increase customers' website interactions.•They also increase customers' spending and promotional responses.•These effects differ by customer segment and brand relationship.

论文关键词：Digital platforms,Technology complementarity,Branded mobile application,App adoption,Online interactions,Customer engagement behavior,Consumer journey touchpoints,Customer relationship management,Propensity score matching

论文评审过程：Received 19 September 2019, Revised 20 December 2019, Accepted 2 January 2020, Available online 6 January 2020, Version of Record 9 January 2020.

论文官网地址：https://doi.org/10.1016/j.chb.2020.106245