Lobo, João SilveiraCabral, Francisco Manuel da Silva Brás Gaspar Vieira2015-10-122015-10-122015-06http://hdl.handle.net/10362/15602In 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.engMobile advertisingMobile app user acquisitionMobile advertising marketing channel mixManagerial implications from mobile advertising performancemaster thesis201473399