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Impact of mobile app user acquisition on managerial decisions: Evidence from empirical experiment
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Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Mobile advertising Mobile app user acquisition Mobile advertising marketing channel mix Managerial implications from mobile advertising performance