An Examination of Customer Engagement on Mobile Apps
The objective of the study is to examine the factors that drive customer engagement on mobile phones apps. The study assesses the role of mobile apps in two mega events; Rio 2016 Olympic and Paralympic Games. The evolution of the marketplace and the consumers adopting new tools of communication increases the potential of the digital marketing and the relation among brands and customers. The research seeks to understand the benefits from this interaction on mobile apps focused on sport mega events brands.