A presentation of data found in : Bellman, S.; Potter, R.F., Treleaven-Hassard, S.; Robinson, J.A.; Varan, D (2011). The Effectiveness of Branded Mobile Phone Apps. Journal of Interactive Marketing 25 191-200.

1. T340—Electronic Media Advertising Mobile App Advertising Research

5. Hypothesis 1 Using a branded mobile phone application improves Ab and PI Image: http://www.get-app-and-go.com/

7. Hypothesis 2 Branded mobile phone apps for highly-relevant products will have a larger persuasive impact on shifts in attitude and behavior http://www.textually.org/textually/archives/2009/08/024280.htm

13. Hypothesis 3

15. Hypothesis 4 Informational Apps will have a greater persuasive impact on A b and PI than Experiential Apps http://www.wdtinc.com/pages/imapmobile

17. Product Relevance and ELM “ Therefore, it is not expected that consumers will centrally process information about a low-relevance product even when this type of processing is seemingly encouraged by an informational-style app. Similarly, consumers wanting to centrally process information about a high-relevance product may be disappointed by the lack of information provided by an experiential app, and these negative emotions could reduce the favorability of the brand and purchase intention.” p. 194

18. Hypothesis 5

22. Stimuli Apps

23. Stimuli Apps

27. Attitude Toward the Brand

28. Purchase Intention

30. Not supported possibly due to women liking both

31. Hypothesis 3

32. Result Beats Per Minute

33. Hypothesis 4 Informational Apps will have a greater persuasive impact on A b and PI than Experiential Apps

34. Result Informational Apps will have a greater persuasive impact on Ab and PI than Experiential Apps Attitude toward the Brand

35. Result Informational Apps will have a greater persuasive impact on Ab and PI than Experiential Apps Purchase Intention

36. Hypothesis 5 Not supported for either Brand Attitude or Purchase Intention

39. Attitude Toward Product Category

40. Key Points Branded Apps improve interest in the product category Image credit--http://www.mirnabard.com/2011/09/how-to-develop-successful-mobile-apps/

41. Key Points Branded Apps have a large and positive effect on brand attitude but limited effect on purchase intention Image credit--http://www.mirnabard.com/2011/09/how-to-develop-successful-mobile-apps/

42. Key Points The most likely explanation is that apps offer a high level of user engagement, that in this experiment were either experiential or informational Image credit--http://www.mirnabard.com/2011/09/how-to-develop-successful-mobile-apps/

43. Key Points The benefit was found for both relevant and irrelevant product categories, suggesting that apps may be ideal for introducing new categories or ones they have yet to try Image credit--http://www.mirnabard.com/2011/09/how-to-develop-successful-mobile-apps/

44. Key Points “ The implication is that smartphone application development could be a better use of funds currently deployed on mobile-ready Web sites and other forms of advertising and promotion.” p. 192 Image credit--http://www.mirnabard.com/2011/09/how-to-develop-successful-mobile-apps/

45. Key Points Attention to apps employing an informational creative strategy seem evoke an internal focus of attention and may thereby lead to the generation of a more personal connection to the brand Image credit--http://www.mirnabard.com/2011/09/how-to-develop-successful-mobile-apps/