<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The objective of the article was to present the authors’ conceptual model of using lifestyle sports applications. Proposed model provides classification of lifestyle sports mobile applications types used by companies for brand promotion purposes and identification of ways in which companies can reach users through applications. The recognition of benefits that applications can provide to the enterprises and possible benefits associated with the presence of brands in the application for its user was also provided in the conceptual model. The second objective was to study the opinions of runners about the presence of brands in sports mobile applications on the basis of own quantitative research (n = 2434 questionnaires). The research results indicate that presence of commercial brands in the app is treated by their users as too invasive, therefore this communication tool should be used with moderate intensity. In spite of the fact that majority of sports applications users are reluctant to see brands in their apps, a significant proportion of them participate in the activities and challenges proposed by companies. According to the authors, lifestyle mobile applications could be promising marketing space for vendors, especially regarding the growing market of sports mobile apps users. However, companies should use more personalized, innovative and socially responsible approach to application users. Although the article uses the results of empirical research, it should be treated primarily as a signalling of a new research problem, which is the new brand communication channel with consumers. Thus, it is descriptive rather than exploratory.</p></abstract>

The objective of the article was to present the authors’ conceptual model of using lifestyle sports applications. Proposed model provides classification of lifestyle sports mobile applications types used by companies for brand promotion purposes and identification of ways in which companies can reach users through applications. The recognition of benefits that applications can provide to the enterprises and possible benefits associated with the presence of brands in the application for its user was also provided in the conceptual model. The second objective was to study the opinions of runners about the presence of brands in sports mobile applications on the basis of own quantitative research (n = 2434 questionnaires). The research results indicate that presence of commercial brands in the app is treated by their users as too invasive, therefore this communication tool should be used with moderate intensity. In spite of the fact that majority of sports applications users are reluctant to see brands in their apps, a significant proportion of them participate in the activities and challenges proposed by companies. According to the authors, lifestyle mobile applications could be promising marketing space for vendors, especially regarding the growing market of sports mobile apps users. However, companies should use more personalized, innovative and socially responsible approach to application users. Although the article uses the results of empirical research, it should be treated primarily as a signalling of a new research problem, which is the new brand communication channel with consumers. Thus, it is descriptive rather than exploratory.

Possibilities of Brand Promotion Through Lifestyle Mobile Sports Applications

Poznan University of Economics and Business

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Possibilities of Brand Promotion Through Lifestyle Mobile Sports Applications"}

The objective of the article was to present the authors’ conceptual model of using lifestyle sports applications. Proposed model provides classification of...

Possibilities of Brand Promotion Through Lifestyle Mobile Sports Applications

Published Online: Oct 08, 2020

Page range: 1 - 16

DOI: https://doi.org/10.2478/minib-2020-0019

Keywords
mobile application, sports application, brand promotion, runner, commercial brand

© 2020 Anna Jasiulewicz et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Possibilities of Brand Promotion Through Lifestyle Mobile Sports Applications

Published Online: Oct 08, 2020

Page range: 1 - 16

DOI: https://doi.org/10.2478/minib-2020-0019

Keywordsmobile application, sports application, brand promotion, runner, commercial brand

© 2020 Anna Jasiulewicz et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
mobile application, sports application, brand promotion, runner, commercial brand