ARTÍCULO
TITULO

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

Atilla Wohllebe    
Thomas Stoyke    
Szilárd Podruzsik    

Resumen

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.

 Artículos similares

       
 
Janaína Lemos, Pedro D. Gaspar and Tânia M. Lima    
This paper addresses the design of a system to facilitate individual environmental risk assessment and long-term risk management in the Industry 4.0 work context. The solution is based on IoT to provide data related to workers? exposure to hazardous agen... ver más

 
Usman Habib Khan, Muhammad Naeem Ahmed Khan, Aamir Mehmood Mirza, MUHAMMAD AKRAM, Shariqa Fakhar, Shumaila Hussain, Irfan Ahmed Magsi, Raja Asif Wagan     Pág. 63 - 82
Testing of mobile applications (apps) has its quirks as numerous events are required to be tested. Mobile apps testing, being an evolving domain, carries certain challenges that should be accounted for in the overall testing process. Since smartphone app... ver más

 
Tobias Weiss,Susanne Strahringer     Pág. 15 - 33
The publication discusses the adaptation of dedicated known methods for structured content analysis for the usage of smartphone apps, taking into account the specifics of these dynamic media types and resulting consequences for the procedure and content ... ver más

 
Tareq Khan    
Artificial intelligence (AI) has brought lots of excitement to our day-to-day lives. Some examples are spam email detection, language translation, etc. Baby monitoring devices are being used to send video data of the baby to the caregiver?s smartphone. H... ver más
Revista: AI

 
Rose Nakasi, Ernest Mwebaze and Aminah Zawedde    
Effective determination of malaria parasitemia is paramount in aiding clinicians to accurately estimate the severity of malaria and guide the response for quality treatment. Microscopy by thick smear blood films is the conventional method for malaria par... ver más
Revista: Algorithms