Brinca, PedroSanches, Isabel Veith2024-09-102023-06-052022-12-16http://hdl.handle.net/10362/171447With the vast majority of mobile applications free to download, monetization models in the expanding mobile app market need to go further than traditional purchase revenue. In-app ad vertising, in-app purchases, and user data monetization have emerged as main strategies. This exploratory study examines the effect of different monetization models on user engagement and applies the findings to the case study of the self-tracking app Adidas Running. The results show that users tend to react negatively to in-app advertising, that the freemium approach offers sev eral advantages, and that there is a growing concern among users about their personal data privacy.engApp monetizationUser engagementSelf-tracking appRuntasticmaster thesis203515463