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Branded smart phone applications: an efficient marketing strategy?
Stockholm University, Faculty of Humanities, Department of Journalism, Media and Communication (JMK).
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Advertising through smart phone applications is one of the fastest growing categories in advertising nowadays. Branded game-apps on mobile phones have several very innovative and attractive aspects, they physically engage their customers into a game, creating on a first level an entertainment but mainly they are advertising their products and the brand’s name. Many studies have been written on gaming, customer engagement and marketing strategies, but only few studies has been written on the convergence of mobile phone technology, gaming and marketing. This research is investigating to which extend this innovative way of marketing can be considered as an efficient marketing strategy. In order to get an insight from both sides of the market, semi-structured interviews have been lead with phone-app experts and users. Similar answers were formulated by both the producers and the users, leading me to the conclusion that a game-app is engaging the users into an overall positive dialogue with the brand. The contribution of this exploratory study is a greater understanding of the phenomenon of branded game-apps, in relation to previous studies on marketing, game mechanisms and brand-consumer relationships.  

Place, publisher, year, edition, pages
2012. , 74 p.
Keyword [en]
smart phone applications, gamification, marketing, customer engagement
National Category
Media and Communications
URN: urn:nbn:se:su:diva-77624OAI: diva2:534452
Humanities, Theology
Available from: 2013-08-13 Created: 2012-06-17 Last updated: 2013-08-13Bibliographically approved

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