Incentives on E-Commerce App Downloads in Medium Apps: A Case Study on the Effects of Coupons and Bonus Points

Incentives on E-Commerce App Downloads in Medium Apps: A Case Study on the Effects of Coupons and Bonus Points

App Marketing

App Installation Ads

Medium Apps

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.

Wohllebe, Atilla

Stoyke, Thomas

Podruzsik, Szilárd

International Journal of Interactive Mobile Technologies (iJIM); Vol. 14 No. 19 (2020); pp. 180-196

1865-7923

International Association of Online Engineering (IAOE), Vienna, Austria

2020-11-24

Copyright (c) 2020 Atilla Wohllebe

application/pdf

eng

info:eu-repo/semantics/article

info:eu-repo/semantics/publishedVersion

Peer-reviewed Article