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@inproceedings{5833, author = {Knihová, Ladislava}, address = {Trnava}, booktitle = {MARKETING IDENTITY Brands we love - part I.}, edition = {1. vydání}, editor = {Dana Petranová, Jozef Matúš, Dáša Mendelová}, keywords = {App store optimization (ASO); Branding; Content marketing; Lovemark; Mobile application; Social sharing; Storytelling; Video marketing.}, howpublished = {tištěná verze "print"}, language = {eng}, location = {Trnava}, isbn = {978-80-8105-840-0}, pages = {144-154}, publisher = {Fakulta masmediálnej komunikácie Univerzity sv. Cyrila a Metoda}, title = {Creating Lovemarks Through Mobile Applications}, year = {2016} }
TY - JOUR ID - 5833 AU - Knihová, Ladislava PY - 2016 TI - Creating Lovemarks Through Mobile Applications PB - Fakulta masmediálnej komunikácie Univerzity sv. Cyrila a Metoda CY - Trnava SN - 9788081058400 KW - App store optimization (ASO) KW - Branding KW - Content marketing KW - Lovemark KW - Mobile application KW - Social sharing KW - Storytelling KW - Video marketing. N2 - The main objective of this paper is to identify specific features of a successful mobile application marketing strategy designed to enhance branding and help create lovemarks. Building brand awareness and customer loyalty at all possible touchpoints is currently taking us to social media and mobile environments. In order to turn your brand into a lovemark, i.e. a brand that commands both respect and love, it has to be visible everywhere that its fans live their lives. Therefore, mobile applications and their promotion within the frame of content marketing, storytelling, video marketing and social sharing are examined as well. The paper is complemented by the recent findings of the primary survey seeking to find out whether the graduates of Marketing Communications studies are well prepared and able to anticipate problems and solve any potential pitfalls that they may encounter within the field of mobile app marketing. ER -
KNIHOVÁ, Ladislava. Creating Lovemarks Through Mobile Applications. In Dana Petranová, Jozef Matúš, Dáša Mendelová. \textit{MARKETING IDENTITY Brands we love - part I.}. 1. vydání. Trnava: Fakulta masmediálnej komunikácie Univerzity sv. Cyrila a Metoda, 2016, s.~144-154. ISBN~978-80-8105-840-0.
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