Utilization of the Marketing Adaptability of Branded Mobile Applications : The Effect of these Apps on Brand Experience, Attachment, and their Further Impact on Brand Vocal, Loyalty, and Satisfaction with the Complementarity Effect of Digital Footprint, Social Media Intensity, and Engagement

A digital footprint is a salient factor to draw a strategy for remarketing and building the relationship between consumers’ uses of branded mobile apps and their brand engagement. The purpose of this paper is to examine the utilization of the marketing adaptability of branded mobile applications (apps) to understand the relationship between consumers and their attachment to branded apps. For this, we proposed a theoretical framework modifying Arya et. al. (2019) model to incorporate social media influence. We imply that would enhance the brand experience, then brand attachment, then further affect brand vocal, loyalty, and satisfaction. We also contend that Digital footprint, Social media intensity, and social media engagement positively moderate the effect of Apps on brand attachment and self-connection. The target population for this survey was the general public in Pakistan, mainly those who are using different brands' mobile apps. A total of 345 self-administered questionnaires were distributed. A PLS Smart methodology was employed to test the hypotheses and descriptive statistics were used to explore data characteristics. PLS Smart allows for the test, in the same analysis, of factor analysis and hypotheses. We found that digitalization is a key factor of modern marketing strategy. Digital footprint has a significant positive effect on brand attachment and brand experience. the brand attachment also seems to affect brand vocal, loyalty, and satisfaction positively. Apps also seem to increase brand attachment and experience, directly, and through brand experience. Social media intensity also seems to positively influence brand attachment. The study enhances the comprehension of the impact of brand connotation on consumer behavior in terms of the usage of various branded apps and the practical and non-useful esteem attached to them