Publication

Abstract : The purpose of this paper is to comprehend the causes and outcomes of smart phone application retention among young consumers belonging to generation Y in India. To address this question, we have proposed a construct called app engagement and have tried to establish antecedents and consequences of the same. This study conceptualises attachment with smart phone application as app engagement from customer brand engagement perspective. Based on insights from information technology and marketing perspectives, certain antecedents and consequents of app engagement are identified. We posit app interactivity and app involvement as antecedents of app engagement while trust, commitment and loyalty for apps as its valid consequences. PLS was used to analyse 232 completed survey responses for testing the validity of the proposed relationships. Findings suggested app interactivity and involvement contributes greatly for app engagement which in turn positively contributes towards the development of app trust, app commitment and app loyalty.