Marketing to the digital self - assessing the variables affecting the adoption and retention of branded Smartphone applications in relation to the theory of self-concept

This research explores the extent to which Smartphones and Smartphone apps can be viewed as an extension of ourselves. Digital technology allows us to shape who we are (our actual self) and re-invent who we want to be (our ideal self), yet little research has explored how a consumer’s self-concept effects their brand engagement with Smartphone apps. Drawing on research from Marketing Communications, Psychology and Human-computer interaction, the relationship between consumers’ digital selves and adoption, usage and retention of branded Smartphone apps will be analysed. A longitudinal exploratory study taking a mixed methods approach, will use questionnaires and netnography to examine whether a users’ self-concept affects their app usage behaviour. Expected outcomes from the research include contribution of academic knowledge to the neglected area of app usage as well as mobile marketing and digital brand engagement. The variables identified will also provide recommendations for the creation of Smartphone applications as a marketing communications tool.