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

Authors

DOI:

https://doi.org/10.3991/ijim.v14i19.16427

Keywords:

App Marketing, App Installation Ads, Medium Apps

Abstract


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.

Author Biographies

Atilla Wohllebe, Szent István University - Kaposvár Campus Doctoral School in Management and Organizational Sciences

Atilla Wohllebe is a PhD student at the Doctoral School in Management and Organizational Sciences, Szent István University - Kaposvár Campus, Hungary. Living and working in Hamburg, Germany, he is engaged in research and professional work on consumer interactions with smartphone apps. Atilla Wohllebe holds a B.A. in Business Administration and an M.Sc. in E-Commerce.

Thomas Stoyke, Szent István University - Kaposvár Campus Doctoral School in Management and Organizational Sciences

Living and working in Chemnitz, Germany, Thomas Stoyke is a PhD student at Doctoral School in Management and Organizational Sciences, Szent István University - Kaposvár Campus, Hungary. His fields of research are retail and real estate management.

Szilárd Podruzsik, Corvinus University of Budapest

Szilárd is an associate professor at Corvinus University of Budapest. He works at the Institute for the Development of Enterprises. He also works as a supervisor at Kaposvár University and Szent István University. He holds a PhD from the Budapest University of Economics. His research focus is on small and medium-sized enterprises, food production, consumption and their determinants. He has already published over eighty papers as an author or co-author and participated in several research projects as a leader or participant.

Downloads

Published

2020-11-24

How to Cite

Wohllebe, A., Stoyke, T., & Podruzsik, S. (2020). Incentives on E-Commerce App Downloads in Medium Apps: A Case Study on the Effects of Coupons and Bonus Points. International Journal of Interactive Mobile Technologies (iJIM), 14(19), pp. 180–196. https://doi.org/10.3991/ijim.v14i19.16427

Issue

Vol. 14 No. 19 (2020)

Section

Papers

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?)