Indirect Advertising in Mobile Applications and its Influencve on the Brand Strength

Anna Iwona Waligórska

Student thesis: Master thesis


Background Mobile devices are mostly used on a daily basis to get in touch with friends and family, but also in order to kill time. Therefore, they are seen more as a part of a lifestyle and are very addictive to the level that people can feel uncomfortable when they do not have their phone on them. Noticing this shift in the society, more and more companies start advertising their products on mobile devices. Some authors suggest using a new adverising tool that came with these devices - mobile applications. Purpose The purpose of this thesis is to examine whether a special kind of advertising via mobile applications, namely indirect advertising, can bring the intended benefits to the company. I also investigate the characteristics behind the users who are the most prone to such advertising tool. Further, I give some thought to what makes a successful mobile application with indirect advertising, and through this, point out the most appreciated features an app should have. Research The above mentioned factors are investigated in the context of Keller’s Brand Resonance Pyramid. Two brands, Danske Bank and Nike, are used to explore the problem. First, three trial interviews are conducted in order to test the questions used. Further, the quantitative research is conducted in a form of two surveys, which can give a more reliable and measurable results. The research aims to detect the differences between the users and non-users of the applications in perceiving the brand that is behind the application. It also strives to come up with a profile of the users most prone to such type of advertising. Findings Even though the application users do not seem to have a different perception of the brand from the people who do not use the application, a strong positive shift can be observed in the users’ attitudes towards the brand when then application's name is mentioned to them. The users who use the application frequently were proved to have a more positive opinion about the brand. Other characteristics, such as educational background or frequency of general mobile usage do not seem to matter in the context of making the users more positive about the brand.

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
Publication date2016
Number of pages124