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Making the relationship mobile: an exploratory study of the impact of mobile marketing on the customer-brand relationship

Engling, Lea Henrike LU and Dinca, Andreea LU (2012) BUSN29 20121
Department of Business Administration
Abstract
The purpose of this thesis is to increase the understanding of how mobile marketing, in particular branded apps, impacts the customer-brand relationship. To gain a holistic comprehension of the phenomenon, the relationship is looked at from both the brand’s and the customer’s viewpoint. In order to fulfill the purpose, a qualitative approach was followed. The empirical data was analyzed through qualitative content analysis and grounded analysis respectively. This thesis it exploratory, thus laying the foundation for future research into the field of mobile marketing and branded apps. The empirical data was collected by employing two different methods. Firstly, the branded apps of the top 50 brands were analyzed. Secondly, two focus groups... (More)
The purpose of this thesis is to increase the understanding of how mobile marketing, in particular branded apps, impacts the customer-brand relationship. To gain a holistic comprehension of the phenomenon, the relationship is looked at from both the brand’s and the customer’s viewpoint. In order to fulfill the purpose, a qualitative approach was followed. The empirical data was analyzed through qualitative content analysis and grounded analysis respectively. This thesis it exploratory, thus laying the foundation for future research into the field of mobile marketing and branded apps. The empirical data was collected by employing two different methods. Firstly, the branded apps of the top 50 brands were analyzed. Secondly, two focus groups were carried out. It was found that mobile marketing has empowered the customer. In this process, the communication between customers and brands has turned into a two-way dialogue and permission based marketing, one-to-one marketing, customer engagement and brand advocacy have become the major communication tools employed for building meaningful customer-brand relationships. (Less)
Please use this url to cite or link to this publication:
author
Engling, Lea Henrike LU and Dinca, Andreea LU
supervisor
organization
course
BUSN29 20121
year
type
H1 - Master's Degree (One Year)
subject
keywords
Mobile Marketing, Customer-Brand Relationship, Mobile Communication, Branded Apps
language
English
id
2797741
date added to LUP
2012-06-21 13:59:19
date last changed
2012-06-21 13:59:19
@misc{2797741,
  abstract     = {The purpose of this thesis is to increase the understanding of how mobile marketing, in particular branded apps, impacts the customer-brand relationship. To gain a holistic comprehension of the phenomenon, the relationship is looked at from both the brand’s and the customer’s viewpoint. In order to fulfill the purpose, a qualitative approach was followed. The empirical data was analyzed through qualitative content analysis and grounded analysis respectively. This thesis it exploratory, thus laying the foundation for future research into the field of mobile marketing and branded apps. The empirical data was collected by employing two different methods. Firstly, the branded apps of the top 50 brands were analyzed. Secondly, two focus groups were carried out. It was found that mobile marketing has empowered the customer. In this process, the communication between customers and brands has turned into a two-way dialogue and permission based marketing, one-to-one marketing, customer engagement and brand advocacy have become the major communication tools employed for building meaningful customer-brand relationships.},
  author       = {Engling, Lea Henrike and Dinca, Andreea},
  keyword      = {Mobile Marketing,Customer-Brand Relationship,Mobile Communication,Branded Apps},
  language     = {eng},
  note         = {Student Paper},
  title        = {Making the relationship mobile: an exploratory study of the impact of mobile marketing on the customer-brand relationship},
  year         = {2012},
}