Skip to content

The Case for 'Benevolent' Mobile Apps

Smartphone apps that provide consumers with helpful information — instead of simply pushing product sales — can improve users' preference for a company. As well, mobile apps that are about useful information, what the authors call "benevelance," can significantly impact sales at a low cost and thus improve profitability. "A benevolent app can build trust, which in turn can lead people to consider purchasing your product," write authors Glen L. Urban and Fareena Sultan.

Purchase Options

Educator and Student Discounts Available. Learn more »