App-to-date: – A study about how mobile applications can help companies to get an image that fit their corporate identity
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Background: The number of smartphones has increased rapidly in the last years. With the expansion of smartphones came the increased development and use of mobile applications. Companies market their company through applications because they want to reach, inform and remind their customers. Depending on the companies, its size and the industry, companies have different purposes with their apps.
Purpose: We intend to study how mobile applications can help companies to get an image that fit their corporate identity
Method: Our thesis is based on multiple case studies of three Swedish companies. We have chosen to use a qualitative research method. We have gathered our empirical data by doing telephone interviews and focus groups.
Conclusions: Consumer form their image trough reputation, communication and experience. Building a strong corporate identity is the main factor that helps to improve a company’s image. The use of mobile applications can both improve and worsen a company’s image. It is therefore necessary that the application is well made and has a clear connection to the identity to be able to improve an image.
Suggestions for further research: A more extensive industry study could be done, by adding more companies. Other age segments could be studied. The influence of mobile applications that cost could be studied. It could also be interesting to study consumers that had downloaded the mobile applications on their own will.
Place, publisher, year, edition, pages
2011. , 66 p.
Corporate Identity, Image, Mobile Applications
IdentifiersURN: urn:nbn:se:lnu:diva-13229OAI: oai:DiVA.org:lnu-13229DiVA: diva2:428022
Subject / course
Business Administration - Marketing
Marketing, Master Programme, 60 credits
UppsokSocial and Behavioural Science, Law