Running app’s decision-making factors

: the impact of branding on the digital world

Abstract

Due to the pandemic situation we are living in, people started running more, as it was one of the few ways they could leave their houses. As people started to add this to their routines, also started monitoring each run with a mobile application. When choosing this app, people were expected to choose and to use the most known apps, related to sports brands, mostly free, as there are a lot of different apps in the market. This dissertation aims to identify what are the factors that lead people to choose, for running, one app over the enormous amount of apps in the digital world. An online survey was run, involving 123 participants ready to help understand this problem. By giving participants different types of brands and reviews, and distinct prices, it had the purpose to understand the impact these features have on people’s choices, as these are some of the main variables for apps’ decision-making.The study showed that participants chose the brand over reviews, independently of the price given. People mainly wanted sports brands, as these are more related to the topic of study –running. When a good app with a different brand was purposed, people tended not to choose it, as there was always an app with a brand that was more trusted and more related to the topic of study.

Date of Award	4 May 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Niza Braga (Supervisor)