Marketing research seminar: Dr Eric Boyd on branded apps & their impact on market value

Marketing research seminar: Dr Eric Boyd on branded apps & their impact on market value

Issued: Mon, 12 Feb 2018 10:39:00 GMT

Date: Tuesday 6 March 2018
Time: 2pm - 4pm
Venue: WILT Seminar Room 112A
Category: Academic events
Audience: Academic staff and doctoral students
Admission: Free
Registration: For catering purposes, please RSVP by Thursday 1 March 2018.

Dr Eric Boyd of James Madison University will present his research entitled 'Branded Apps and their Impact on Market Value: A Design Perspective' at Adam Smith Business School on Tuesday 6 March 2018.

Technology’s role in marketing is increasing.  However, demonstrating the contribution of marketing technology to firm performance is proving elusive for marketers.  One area where this is the case is marketers’ use of branded mobile apps.  This research demonstrates new insight for marketing technology accountability by investigating the impact of branded mobile apps on the market value of a firm. Recognizing the role of branded mobile apps in engaging consumers in their path to purchase, the research also investigates how an app’s design shifts the impact of mobile apps on firm market value.  Empirical analysis of announcements describing the launch of branded mobile apps reveals that branded apps indeed increase firm market value.  Additionally, the analysis also finds that app designs emphasizing social-oriented features that support peer-to-peer engagement across the purchase journey strengthen this relationship, whereas those emphasizing a single stage of the purchase journey weaken this relationship.  Importantly, the results also show that when a branded mobile app is launched influences investor expectations.  As a result of the analysis, several important implications regarding the accountability of branded mobile app are revealed and meaningful direction for innovation within marketing are discussed.

For further information and to register for this seminar, please email Jenna McCulloch at

<< Events