Consumer opinions on branded mobile applications

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Title: Consumer opinions on branded mobile applications
Author: Furr, Laura Elaine
Abstract: Advertising is moving from a more traditional , paid placement into a new digital and mobile era . Companies are trying to figure out how to reach consumers in new ways , and emerging technologies are assisting . Branded mobile applications are one way that companies are working to build brand image and advertise in an innovative way . In this research , twelve in -depth interviews were conducted to find out what consumers may want , look for , and expect from a branded mobile application . Secondary research was also conducted to find out how brands are leveraging these new technologies and what consumers can look for in the future of mobile advertising . After reading this paper , the reader will have further knowledge of what consumers are seeking in mobile branded applications and how to obtain and keep their attention with a mobile application .
URI: http : / /hdl .handle .net /2152 /ETD -UT -2010 -12 -2581
Date: 2011-02-17


Consumer opinions on branded mobile applications. Master's thesis, University of Texas at Austin. Available electronically from http : / /hdl .handle .net /2152 /ETD -UT -2010 -12 -2581 .

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