Reference : Bellman S., Potter R.F., Treleaven-Hassard S., Robinson J.A., Varan D. (2011) « The Effectiveness of Branded Mobile Phone Apps » in Journal of Interactive Marketing, Vol. 25, n°4, pp. 191-200.

Idée dominante : L’utilisation d’applications mobiles d’une marque influence l’attitude et l’intention d’achat des produits de cette marque.

Résumé

Promouvoir sa marque sur un support mobile implique de nouvelles manières de communiquer avec sa cible. Les annonceurs étaient jusque là contraints d’utiliser des permissions opt-in pour atteindre leurs consommateurs. Les applications ont permis de passer d’un support de communication de type push à un nouveau support de type pull moins intrusif étant donné que ce sont les utilisateurs qui choisissent de télécharger ces applications.

De fait, ces applications qui sont un nouveau support de communication très interactif ont également un caractère beaucoup plus impliquant, le message transmis serait donc beaucoup plus persuasif et positif envers la marque (H1).

Le niveau d’intérêt porté aux produits de la marque aurait également une influence sur la décision de téléchargement de l’application et sur l’attitude du consommateur envers cette marque (H2).

Par ailleurs, une distinction est faite entre les applications de type informatives qui requerraient une attention externe (relative au sens) et qui seraient associées à un rythme cardiaque ralenti et les applications de types expérientielles qui requerraient une attention interne (relative à l’intellect) et qui seraient associées à un rythme cardiaque accéléré (H3).

De fait, ces applications informatives seraient plus à même d’impacter l’attitude et l’intention d’achat pour une marque (H4).

Enfin, les applications expérientielles seraient plus persuasives pour des produits à faible intérêt pour le consommateur et les applications informatives plus persuasives pour des produits à fort intérêt pour le consommateur (H5).

Ces hypothèses ont été testées au regard de leur influence sur un changement d’attitude envers la marque et un changement d’intention d’achat. Seule H1 a été entièrement validée, H2 et H5 ont été réfutés, H3 partiellement accepté sur la corrélation entre le type d’application et le rythme cardiaque et H4 partiellement acceptée sur le fait que les applications informatives ont une influence sur l’intention d’achat.

Notes d’intérêt : L’intérêt de cette recherche est qu’elle donne un certain nombre d’indications sur les éléments à prendre en compte par les développeurs pour créer des applications efficaces. Limites : 8 applications ont été testées alors qu’il en existe des centaines de milliers.

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