Asia Pacific Journal of Information Systems (APJIS)

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Current Issue

Date	December 2021
Vol. No.	Vol. 31 No. 4
DOI	https://doi.org/10.14329/apjis.2021.31.4.582
Page	582~605
Title	Decoding the Branded App Engagement Process: A Grounded Theory Approach
Author	Harish Kumar, Nikhita Tuli
Keyword	BAE, mobile marketing, grounded theory, Consumer behavior
Abstract	The study aims to explore the nature, drivers of BAE. In particular, how and why consumers engage with branded mobile apps. Since consumer engagement is a multi-dimensional and complex phenomenon, the authors took an interpretivist paradigm and used a grounded theory approach by interviewing 24 participants. The findings reveal that branded app engagement (BAE) is triggered by mainly three aspects, i.e., media characteristics (Privacy and security, customization, and convenience), brand-related aspects (brand image and product/ service quality), and benefits sought (inherent and derived). More importantly, we uncover the underlying mechanism for each factor. Furthermore, the study explains the BAE process in its entirety from an app-centric perspective rather the brand powering the app. Thus, the study offers a fresh perspective and novel insights into the BAE process.