The IUP Journal of Marketing Management
College Students' Smartphone App Brand Engagement: An Empirical Study in the Indian Context

Article Details
Pub. Date : November, 2021
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM61121
Author Name : Souvik Roy and Sanchali Roy Biswas
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 19



The purpose of this paper is to comprehend the causes and outcomes of smartphone applications brand retention among young consumers, specially college students belonging to Gen Y in India. The smartphone applications market is witnessing one of the most competitive market conditions today because of expanded rivalry and change. Thus, it is very important for the marketer/app developer to identify variables that influence the consumer decision-making process in downloading and utilizing smartphone applications (app) brands. On this premise, and based on the insights from marketing and information technology literature, this paper attempts to investigate shoppers' decision rules in downloading/utilizing smartphone application by examining the factors that prompt customer brand engagement and the results with regard to smartphone application brands. PLS was used to analyze 232 completed survey responses out of the 650 collected responses, for testing the validity of the proposed relationship. The findings indicated that all the relationships are statistically significant, increasing the robustness of the research framework proposed in the study.


Today smartphone applications (apps) are progressively getting popular because of their abilities to supplement clients/users' regular lifestyle activities (Baek and Yoo, 2018) as well as any other specific works regardless of whichever age group that client/user belongs to (Reyes et al., 2018; and Wang et al., 2018). Although it is used by all age groups, it is overwhelmingly used by young clients, college students specifically (Gurbuz and Ozkan, 2020). Today around 85% of the advanced mobile apps are possessed by the young buyers in the age group of 18-34 years, the greater part of whom are 20 to 30 year olds in the Gen Y category (Nielson, 2014). 20 to 30 year olds (born between 1981 and 2000) are known for their capacity to perform multiple tasks and use numerous mechanical gadgets at the same time (Gibson and Sodeman, 2014). As indicated by a report by CISCO, about 70% of the millennials use their smartphone app for various