Publicação
Impact of mobile app user acquisition on managerial decisions: Evidence from empirical experiment
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Lobo, João Silveira | |
| dc.contributor.author | Cabral, Francisco Manuel da Silva Brás Gaspar Vieira | |
| dc.date.accessioned | 2015-10-12T07:46:13Z | |
| dc.date.available | 2015-10-12T07:46:13Z | |
| dc.date.issued | 2015-06 | |
| dc.description.abstract | In this research we conducted a mixed research, using qualitative and quantitative analysis to study the relationship and impact between mobile advertisement and mobile app user acquisition and the conclusions companies can derive from it. Data was gathered from management of mobile advertisement campaigns of a portfolio of three different mobile apps. We found that a number of implications can be extracted from this intersection, namely to product development, internationalisation and management of marketing budget. We propose further research on alternative app users sources, impact of revenue on apps and exploitation of product segments: wearable technology and Internet of Things. | pt_PT |
| dc.identifier.tid | 201473399 | |
| dc.identifier.uri | http://hdl.handle.net/10362/15602 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Mobile advertising | pt_PT |
| dc.subject | Mobile app user acquisition | pt_PT |
| dc.subject | Mobile advertising marketing channel mix | pt_PT |
| dc.subject | Managerial implications from mobile advertising performance | pt_PT |
| dc.title | Impact of mobile app user acquisition on managerial decisions: Evidence from empirical experiment | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | pt_PT |