The purpose of this paper is to comprehend the causes and outcomes of smart phone application retention. To address this question, the authors propose a construct called app attachment and establish antecedents and consequences of the same. This study conceptualizes attachment with smart phone...

A digital footprint is a salient factor to draw a strategy for remarketing and building the relationship between consumers’ uses of branded mobile apps and their brand engagement. The purpose of this paper is to examine the utilization of the marketing adaptability of branded mobile...