Dedicated followers of m-branding fashion: Retail apps are playing a big part in promoting and selling products

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Smartphone-user figures worldwide are approaching the two billion mark. Yet there has been little research into the way the design of mobile applications might affect the behavior of consumers. This piece redresses the balance, identifying key branding design elements while also indicating possible directions for further research into the subject.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2015), "Dedicated followers of m-branding fashion: Retail apps are playing a big part in promoting and selling products", Strategic Direction, Vol. 31 No. 4, pp. 10-12. https://doi.org/10.1108/SD-02-2015-0021