Title: Antecedents and consequences to app engagement among young consumers in India

Authors: Souvik Roy; Santanu Mandal

Addresses: C Wing, Room-110, Department of Marketing, IBS Hyderabad, IFHE University, Telengana, 501201, India ' Department of Operations and IT, Amrita School of Business, Amrita University, Coimbatore-641112, India

Abstract: The purpose of this paper is to comprehend the causes and outcomes of smart phone application retention among young consumers belonging to generation Y in India. To address this question, we have proposed a construct called app engagement and have tried to establish antecedents and consequences of the same. This study conceptualises attachment with smart phone application as app engagement from customer brand engagement perspective. Based on insights from information technology and marketing perspectives, certain antecedents and consequents of app engagement are identified. We posit app interactivity and app involvement as antecedents of app engagement while trust, commitment and loyalty for apps as its valid consequences. PLS was used to analyse 232 completed survey responses for testing the validity of the proposed relationships. Findings suggested app interactivity and involvement contributes greatly for app engagement which in turn positively contributes towards the development of app trust, app commitment and app loyalty.

Keywords: app engagement; customer brand engagement; mobile apps; app involvement; app interactivity; app commitment; app trust; app loyalty; etc.

DOI: 10.1504/IJBIS.2020.10027453

International Journal of Business Information Systems, 2020 Vol.33 No.3, pp.337 - 359

Accepted: 25 Apr 2018
Published online: 16 Mar 2020 *

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