Our findings not only provide app publishers with deep insights into consumers’ decision-making in app selection but also contribute to the literature on app icon visual design and the regulatory focus theory. Other elements, such as the salience of stability, the boundary condition, and consumer involvement, are also discussed in this research. The results of two studies demonstrated that consumers with more promotion focus (prevention focus) would have higher download intention for apps with unstable (stable) icons. This research discusses how design instability affects consumers’ intention to download mobile apps using descriptions manipulated by different regulatory focuses. Regulatory focuses, which can be classified into promotion focus and prevention focus, influence consumer behavior. Understanding the factors that can influence consumers’ download intentions has become crucial to researchers, mobile app developers and publishers. Over the past 5 years, with the popularization of smart phones, the mobile app market has developed rapidly. Moreover, the results have significant industrial implications for the marketers and digital media managers that they can devise effective media and marketing strategies to maintain optimum market share and competitive advantages. The results of the undertaken study are beneficial for the existing literature that provides the basic foil for future research studies. The outcomes of hypotheses pertaining to the mediating and moderating effects of different variables have shown the significant influence between exogenous variables and endogenous variable. The results of direct impact have demonstrated that all of the channels of digital media advertising have a positive and significant influence on the effectiveness of online digital media that creates brand sustainability for fast moving consumer goods (FMCG) and services sectors of Pakistan. The researchers have taken 910 responses through a modified questionnaire and employed quantitative research methods, such as the structural equation modeling, exploratory factor and confirmatory factor analyses, and Hayes process approach for examining the mediation and moderation amongst the variables. Moreover, the researchers have introduced eight mediating variables and six moderating variables to examine the impact between exogenous variables and online digital media advertising (endogenous). For this purpose, we investigate the impact of different channels of online media, such as email marketing, mobile phone marketing, search engine optimization and companies' websites, and social media marketing for the effectiveness of online digital media advertising. The purpose of the undertaken study is to examine the effectiveness of online digital media advertising as a strategic tool for building brand sustainability.
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