Trust based app marketing : design, implementation and evaluation
Thesis (M. Eng.)--Massachusetts Institute of Technology, Dept. of Electrical Engineering and Computer Science, 2011.
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| Format: | Thesis |
| Language: | eng |
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Massachusetts Institute of Technology
2011
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| Online Access: | http://hdl.handle.net/1721.1/66310 |
| _version_ | 1826202076868247552 |
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| author | Hon, Keone D. (Keone David) |
| author2 | Glen L. Urban. |
| author_facet | Glen L. Urban. Hon, Keone D. (Keone David) |
| author_sort | Hon, Keone D. (Keone David) |
| collection | MIT |
| description | Thesis (M. Eng.)--Massachusetts Institute of Technology, Dept. of Electrical Engineering and Computer Science, 2011. |
| first_indexed | 2024-09-23T12:01:30Z |
| format | Thesis |
| id | mit-1721.1/66310 |
| institution | Massachusetts Institute of Technology |
| language | eng |
| last_indexed | 2024-09-23T12:01:30Z |
| publishDate | 2011 |
| publisher | Massachusetts Institute of Technology |
| record_format | dspace |
| spelling | mit-1721.1/663102019-04-10T10:37:39Z Trust based app marketing : design, implementation and evaluation Trust based application marketing Hon, Keone D. (Keone David) Glen L. Urban. Massachusetts Institute of Technology. Dept. of Electrical Engineering and Computer Science. Massachusetts Institute of Technology. Dept. of Electrical Engineering and Computer Science. Electrical Engineering and Computer Science. Thesis (M. Eng.)--Massachusetts Institute of Technology, Dept. of Electrical Engineering and Computer Science, 2011. This electronic version was submitted by the student author. The certified thesis is available in the Institute Archives and Special Collections. Cataloged from student submitted PDF version of thesis. Includes bibliographical references (p. 119). A trust-based marketing application is a web or mobile app which provides a utility to the consumer that is not directly linked to purchasing products or services from the company. In this thesis, I explore the efficacy of trust-based marketing apps by designing and building two apps{one iPhone app and one Adobe Flash app{ and test them under market research conditions. These apps attack two important and complementary questions: how trust-based apps compare to traditional stimuli such as television ads; and how different dimensions of app design (degrees of social network embeddedness, customizability, and information discovery) affect the efficacy of a trust-based app. I build a Flash-based design environment capable of basic image manipulations, I design a web engine that organizes tens of thousands of images used in the design environment, and I build modular systems for parsing, logging, and data extraction-essential features for testing how consumers interact with these apps. Analysis of the iPhone app study demonstrates excellent results for trust-based marketing apps, with a favorable comparison against television ads that included a 60% greater increase in consideration and a 34% greater increase in preference for the sponsoring company (compared to television ads). Analysis of the Flash app is forthcoming as the study is in market research at the time of writing. by Keone D. Hon. M.Eng. 2011-10-17T19:49:13Z 2011-10-17T19:49:13Z 2011 2011 Thesis http://hdl.handle.net/1721.1/66310 755285353 eng M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission. http://dspace.mit.edu/handle/1721.1/7582 119 p. application/pdf Massachusetts Institute of Technology |
| spellingShingle | Electrical Engineering and Computer Science. Hon, Keone D. (Keone David) Trust based app marketing : design, implementation and evaluation |
| title | Trust based app marketing : design, implementation and evaluation |
| title_full | Trust based app marketing : design, implementation and evaluation |
| title_fullStr | Trust based app marketing : design, implementation and evaluation |
| title_full_unstemmed | Trust based app marketing : design, implementation and evaluation |
| title_short | Trust based app marketing : design, implementation and evaluation |
| title_sort | trust based app marketing design implementation and evaluation |
| topic | Electrical Engineering and Computer Science. |
| url | http://hdl.handle.net/1721.1/66310 |
| work_keys_str_mv | AT honkeonedkeonedavid trustbasedappmarketingdesignimplementationandevaluation AT honkeonedkeonedavid trustbasedapplicationmarketing |