Incentives on E-Commerce App Downloads in Medium Apps: A Case Study on the Effects of Coupons and Bonus Points
DOI:
https://doi.org/10.3991/ijim.v14i19.16427Keywords:
App Marketing, App Installation Ads, Medium AppsAbstract
With the spread of mobile smartphone apps among consumers, they have also become increasingly important for e-commerce companies in recent years to attract customers. A central challenge in the use of smartphone apps by companies is the acquisition and activation of new app users. This case study examines how incentives like coupons and bonus points to download an e-commerce app via other smartphone apps, so-called "medium apps", have an effect. After a review of existing literature on similar topics, hypotheses regarding the probability of installation and actual app usage are developed and tested in an experiment. The hypotheses can be confirmed to a large extent, but especially coupons for the advertised online shop that publishes the e-commerce app do not show the expected effect. Further research questions are identified and practical recommendations for app marketing are derived.
Downloads
Published
How to Cite
Issue
Section
License
The submitting author warrants that the submission is original and that she/he is the author of the submission together with the named co-authors; to the extend the submission incorporates text passages, figures, data or other material from the work of others, the submitting author has obtained any necessary permission.
Articles in this journal are published under the Creative Commons Attribution Licence (CC-BY What does this mean?). This is to get more legal certainty about what readers can do with published articles, and thus a wider dissemination and archiving, which in turn makes publishing with this journal more valuable for you, the authors.
By submitting an article the author grants to this journal the non-exclusive right to publish it. The author retains the copyright and the publishing rights for his article without any restrictions.
This journal has been awarded the SPARC Europe Seal for Open Access Journals (What's this?)