A lot of research has been conducted aiming to determine the correct approach when developing an app. The following have been commonly determined to be the most significant factors affecting the efficiency of apps:Branded Applications have been highly considered by firms due to their increased effectiveness. Bellman et al. (2011) believe this is because branded applications portray the brand’s identity through the application’s name, logo and throughout the user’s experience. The researchers claim that there are higher levels of user engagement compared to other applications. This results to users developing positive attitudes towards the brand and increasing the likelihood of being persuaded by the messages conveyed in the app. Thus, apps are considered to be one of the most powerful advertising approaches developed.