Marketing research on Mobile apps: past, present and future

Lara Stocchi, Naser Pourazad, Nina Michaelidou, Arry Tanusondjaja, Paul Harrigan

Research output: Contribution to journalReview articlepeer-review

55 Citations (Scopus)


We present an integrative review of existing marketing research on mobile apps, clarifying and expanding what is known around how apps shape customer experiences and value across iterative customer journeys, leading to the attainment of competitive advantage, via apps (in instances of apps attached to an existing brand) and for apps (when the app is the brand). To synthetize relevant knowledge, we integrate different conceptual bases into a unified framework, which simplifies the results of an in-depth bibliographic analysis of 471 studies. The synthesis advances marketing research by combining customer experience, customer journey, value creation and co-creation, digital customer orientation, market orientation, and competitive advantage. This integration of knowledge also furthers scientific marketing research on apps, facilitating future developments on the topic and promoting expertise exchange between academia and industry.

Original languageEnglish
Pages (from-to)195-225
Number of pages31
JournalJournal of the Academy of Marketing Science
Issue number2
Early online date8 Nov 2021
Publication statusPublished - Mar 2022


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