. 2021 Nov 8;50(2):195–225. doi: 10.1007/s11747-021-00815-w

Table 3.

Post-adoption stage

Established theoretical approaches	Priority future research themes and examples of research questions
Ongoing (continued) app usage	Stickiness • Telepresence/teletransportation theory and interactivity theory (Steuer 1992). • Perceived value and customer satisfaction (Lin and Wang 2006). • Basic Theory of Planned Behaviour (TPB) and Theory of Reasoned Action (TRA) (Ajzen 1991; Azjen 1980). • System quality and information quality theories (DeLone and McLean, 1992; Boritz 2005). • Usability theory (Hornbæk 2006). • Expectancy theory Vroom 1964). • Motivation theory (Herzberg, Mausner and Bloch-Snyderman 1959). • Stimulus-Organism-Response (SOR) model (Turley and Milliman 2000; Yoo et al. 1998) • Brand experience theory (Brakus et al. 2009). • Information Adoption Model (IAM) (Sussman and Siegal 2003) • Innovation Diffusion Theory (IDT) (Rogers 2010) • Media Flow theory (Wu and Ye 2013), transportation theory (Green and Brock 2000). Engagement • Different conceptualizations of engagement such as: Media Engagement Theory and Media Context Effects (Kilger and Romer 2007; Calder and Malthouse); consumer engagement based on motivation theory (Herzberg, Mausner and Bloch-Snyderman 1959); psychological engagement (Fang et al. 2017); digital engagement (Eigenraam et al. 2018) and brand engagement (Hollebeek et al. 2014). • Customer Value Satisfaction and Loyalty (VSL) framework (Lam, Shankar, Erramilli and Murthy 2004; Yang and Peterson 2004). • Brand attachment theory (Thomson et al. 2005) and consumer-brand relationship theory (Fournier 1998). • Expectancy theory (Vroom 1964). • Motivation theory (Herzberg, Mausner and Bloch-Snyderman 1959). • SDL (Vargo and Lusch 2004).	Priority future research themes: • Producing a unified conceptualization and measurement of app stickiness. • Producing a unified conceptualization and measurement of app engagement. • Identifying the key outcomes of app stickiness. • Identifying the key outcomes of app engagement and of the strength of app engagement. • Determinants of app disengagement. • Longitudinal studies evaluating changes in app stickiness resulting from modifications of the app. • Longitudinal studies evaluating changes in app engagement resulting from modifications of the app. Examples of research questions: - What are the conceptual and theoretical similarities and differences between stickiness, engagement, digital engagement and apps’ usage? - Do increases, over time, in app stickiness and engagement result in improvements in the app’s market performance? Is this synergy bound by the apps’ popularity or current sales rank? - What are the determinants of apps’ disengagement? - Do the type of app or specific app’s features influence the strength of user engagement? - What is the role of firm’s engagement initiatives in enhancing consumer engagement with apps and/or with the brand behind the app?
Outcomes for the app	• Experiential computing theory (Yoo 2010) • Customer Value Satisfaction and Loyalty (VSL) framework (Lam, Shankar, Erramilli and Murthy 2004; Yang and Peterson 2004). • Service quality (Chopdar and Sivakumar 2018).	Priority future research themes: • The effect of perceptions of value (especially value in use), satisfaction with the app and resulting app performance (other than WOM and/or other forms of loyalty toward the app). • Consumer emotional response towards the app and consumer-app connections (beyond engagement). Examples of research questions: - What determines consumer satisfaction with an app? Does this change for different types of apps? - What are the other behavioral outcomes of app adoption yielding value for the app itself beyond WOM and loyalty? - What are the key emotional responses directed at the app resulting from app adoption?
Outcomes for the brand behind the app	• Brand loyalty theory (Lin and Wang 2006). • Brand experience theory (Brakus et al. 2009) and brand responses (cognitive and affective) theory (van Noort and van Reijmersdal 2019). • Persuasion theory (Petty and Cacioppo 1986). • Consumer involvement theory (Richins and Bloch 1986; Mittal 1989). • Consumer-brand relationship theory (Fournier 1998). • Self-congruence theory (Aaker 1999; Sirgy, Lee, Johar and Tidwell 2008). • Expectancy theory (Vroom 1964). • Motivation theory (Herzberg, Mausner and Bloch-Snyderman 1959). • Service quality (Chopdar and Sivakumar 2018).	Priority future research themes: • Determinants of brand loyalty via the app. • Brand loyalty segments and links with app adoption. • Determinants of eWOM via the app. • Apps’ impact on brand recognition and brand recall (incl. Comparison of apps’ persuasiveness vs. other digital and non-digital marketing touchpoints). • Experimental studies, including more research based on neuroscience applied to marketing. • Measurement of apps’ service quality and apps’ satisfaction. • Determinants of brand engagement via the app. • Cognitive and affective brand responses for different types of apps. • Studies exploring the impact of brand outcomes onto the app (reverse theoretical links). Examples of research questions: Brand loyalty - What types of apps or what characteristics of apps are most likely to enhance brand loyalty? - For what type of brand customers do we see increases in brand loyalty due to an app? Word-of-mouth - Do different types of apps or certain apps’ features generate more WOM about brands? - What impact do apps have in enhancing eWOM? Persuasion/advertising - What are the outcomes of apps’ persuasive power, beyond attitudes change and increases in brand purchase intentions? - How does apps’ persuasiveness compare to other marketing touchpoints (digital and non-digital)? Consumer emotional response - What are the key features of apps that enable the development of emotional connections between the brand powering the app and its consumers? - What are the outcomes of consumer cognitive and affective responses towards brands powering apps? Do these outcomes vary for different consumers? Satisfaction and service quality - How can marketers measure service quality for apps? - What are the theoretical links satisfaction, brand loyalty and customer satisfaction?

Established theoretical approaches

Priority future research themes and examples of research questions

Ongoing (continued) app usage

Stickiness

• Telepresence/teletransportation theory and interactivity theory (Steuer 1992).

• Perceived value and customer satisfaction (Lin and Wang 2006).

• Basic Theory of Planned Behaviour (TPB) and Theory of Reasoned Action (TRA) (Ajzen 1991; Azjen 1980).

• System quality and information quality theories (DeLone and McLean, 1992; Boritz 2005).

• Usability theory (Hornbæk 2006).

• Expectancy theory Vroom 1964).

• Motivation theory (Herzberg, Mausner and Bloch-Snyderman 1959).

• Stimulus-Organism-Response (SOR) model (Turley and Milliman 2000; Yoo et al. 1998)

• Brand experience theory (Brakus et al. 2009).

• Information Adoption Model (IAM) (Sussman and Siegal 2003)

• Innovation Diffusion Theory (IDT) (Rogers 2010)

• Media Flow theory (Wu and Ye 2013), transportation theory (Green and Brock 2000).

Engagement

• Different conceptualizations of engagement such as: Media Engagement Theory and Media Context Effects (Kilger and Romer 2007; Calder and Malthouse); consumer engagement based on motivation theory (Herzberg, Mausner and Bloch-Snyderman 1959); psychological engagement (Fang et al. 2017); digital engagement (Eigenraam et al. 2018) and brand engagement (Hollebeek et al. 2014).

• Customer Value Satisfaction and Loyalty (VSL) framework (Lam, Shankar, Erramilli and Murthy 2004; Yang and Peterson 2004).

• Brand attachment theory (Thomson et al. 2005) and consumer-brand relationship theory (Fournier 1998).

• Expectancy theory (Vroom 1964).

• Motivation theory (Herzberg, Mausner and Bloch-Snyderman 1959).

• SDL (Vargo and Lusch 2004).

Priority future research themes:

• Producing a unified conceptualization and measurement of app stickiness.

• Producing a unified conceptualization and measurement of app engagement.

• Identifying the key outcomes of app stickiness.

• Identifying the key outcomes of app engagement and of the strength of app engagement.

• Determinants of app disengagement.

• Longitudinal studies evaluating changes in app stickiness resulting from modifications of the app.

• Longitudinal studies evaluating changes in app engagement resulting from modifications of the app.

Examples of research questions:

- What are the conceptual and theoretical similarities and differences between stickiness, engagement, digital engagement and apps’ usage?

- Do increases, over time, in app stickiness and engagement result in improvements in the app’s market performance? Is this synergy bound by the apps’ popularity or current sales rank?

- What are the determinants of apps’ disengagement?

- Do the type of app or specific app’s features influence the strength of user engagement?

- What is the role of firm’s engagement initiatives in enhancing consumer engagement with apps and/or with the brand behind the app?

Outcomes for the app

• Experiential computing theory (Yoo 2010)

• Customer Value Satisfaction and Loyalty (VSL) framework (Lam, Shankar, Erramilli and Murthy 2004; Yang and Peterson 2004).

• Service quality (Chopdar and Sivakumar 2018).

Priority future research themes:

• The effect of perceptions of value (especially value in use), satisfaction with the app and resulting app performance (other than WOM and/or other forms of loyalty toward the app).

• Consumer emotional response towards the app and consumer-app connections (beyond engagement).

Examples of research questions:

- What determines consumer satisfaction with an app? Does this change for different types of apps?

- What are the other behavioral outcomes of app adoption yielding value for the app itself beyond WOM and loyalty?

- What are the key emotional responses directed at the app resulting from app adoption?

Outcomes for the brand behind the app

• Brand loyalty theory (Lin and Wang 2006).

• Brand experience theory (Brakus et al. 2009) and brand responses (cognitive and affective) theory (van Noort and van Reijmersdal 2019).

• Persuasion theory (Petty and Cacioppo 1986).

• Consumer involvement theory (Richins and Bloch 1986; Mittal 1989).

• Consumer-brand relationship theory (Fournier 1998).

• Self-congruence theory (Aaker 1999; Sirgy, Lee, Johar and Tidwell 2008).

• Expectancy theory (Vroom 1964).

• Motivation theory (Herzberg, Mausner and Bloch-Snyderman 1959).

• Service quality (Chopdar and Sivakumar 2018).

Priority future research themes:

• Determinants of brand loyalty via the app.

• Brand loyalty segments and links with app adoption.

• Determinants of eWOM via the app.

• Apps’ impact on brand recognition and brand recall (incl. Comparison of apps’ persuasiveness vs. other digital and non-digital marketing touchpoints).

• Experimental studies, including more research based on neuroscience applied to marketing.

• Measurement of apps’ service quality and apps’ satisfaction.

• Determinants of brand engagement via the app.

• Cognitive and affective brand responses for different types of apps.

• Studies exploring the impact of brand outcomes onto the app (reverse theoretical links).

Examples of research questions:

Brand loyalty

- What types of apps or what characteristics of apps are most likely to enhance brand loyalty?

- For what type of brand customers do we see increases in brand loyalty due to an app?

Word-of-mouth

- Do different types of apps or certain apps’ features generate more WOM about brands?

- What impact do apps have in enhancing eWOM?

Persuasion/advertising

- What are the outcomes of apps’ persuasive power, beyond attitudes change and increases in brand purchase intentions?

- How does apps’ persuasiveness compare to other marketing touchpoints (digital and non-digital)?

Consumer emotional response

- What are the key features of apps that enable the development of emotional connections between the brand powering the app and its consumers?

- What are the outcomes of consumer cognitive and affective responses towards brands powering apps? Do these outcomes vary for different consumers?

Satisfaction and service quality

- How can marketers measure service quality for apps?

- What are the theoretical links satisfaction, brand loyalty and customer satisfaction?