Influence of Design Elements of Mobile Push Notifications on Mobile App User Interactions

Authors

  • Atilla Wohllebe Hungarian University of Agriculture and Life Sciences – Kaposvár Campus, Kaposvár, Hungary https://orcid.org/0000-0001-5848-3453
  • Manuel Rolf Adler Hungarian University of Agriculture and Life Sciences – Kaposvár Campus, Kaposvár, Hungary
  • Szilárd Podruzsik Centre for Economic and Regional Studies, Institute of Economics, Budapest, Hungary

DOI:

https://doi.org/10.3991/ijim.v15i15.23897

Keywords:

Push Notifications, Mobile Apps, Mobile Push Notifications, Design Elements, Cramer’s V

Abstract


With the increasing relevance of mobile apps for companies, push notifications to address app users are also becoming more important. While the acceptance factors of push notifications have already been extensively researched, the effect of the different design elements on user interaction by opening the mobile app is still completely unexplored. Based on existing scientific findings from related fields, especially banner advertising and e-mail marketing, the authors first develop hypotheses on the effect of title, button and image on user interaction with push notifications. In several experiments the hypotheses are tested using the example of a mobile shopping app. The results are evaluated using Chi-square test and Cramer's V. While the use of a title seems to have a positive effect on interaction rates, the hypotheses on the positive effect of buttons and images on interaction rates have to be rejected.

Author Biographies

Atilla Wohllebe, Hungarian University of Agriculture and Life Sciences – Kaposvár Campus, Kaposvár, Hungary

Atilla Wohllebe is a consultant, employee, researcher and publisher. Specializing in digital CRM and retail digitalization, he has also published several books, book chapters and academic papers. He holds a B. A. in Business Administration and an M. Sc. in E-Commerce. Atilla Wohllebe is co-founder of WR Publishing and WR Institute of Applied Sciences, a research institute specializing in consumer studies. He is a member of the board of the Digital Analytics Association Germany (DAA) and a member of the International Association of Online Engineering (IAOE). He is currently pursuing a Ph. D. program at MATE Hungarian University of Agriculture and Life Sciences - Kaposvár Campus, Kaposvár, Hungary.

Manuel Rolf Adler, Hungarian University of Agriculture and Life Sciences – Kaposvár Campus, Kaposvár, Hungary

Manuel Rolf Adler holds a B. Sc. in International Business Administration and a LL. M. in Business Law. Currently, he is a PhD student at the Doctoral School in Management and Organizational Sciences, Hungarian University of Agriculture and Life Sciences - Kaposvár Campus, Hungary. His primary field of research is the quantification of regulatory risk and the impact of prudential regulation on financial institutions’ business models. M. R. Adler has several years of work experience in the German financial and banking sector, especially in regulation and compliance.

Szilárd Podruzsik, Centre for Economic and Regional Studies, Institute of Economics, Budapest, Hungary

Szilárd is a researcher working at the Centre for Economic and Regional Studies, Institute of Economics, Budapest, Hungary. He also works as a supervisor at Hungarian University of Agriculture and Life Sciences. 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.

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Published

2021-08-11

How to Cite

Wohllebe, A., Adler, M. R., & Podruzsik, S. (2021). Influence of Design Elements of Mobile Push Notifications on Mobile App User Interactions. International Journal of Interactive Mobile Technologies (iJIM), 15(15), pp. 35–46. https://doi.org/10.3991/ijim.v15i15.23897

Issue

Vol. 15 No. 15 (2021)

Section

Papers