Impact of mobile app user acquisition on managerial decisions: Evidence from empirical experiment

Detalhes bibliográficos
Autor(a) principal: Cabral, Francisco Manuel da Silva Brás Gaspar Vieira
Data de Publicação: 2015
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/15602
Resumo: 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.
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spelling Impact of mobile app user acquisition on managerial decisions: Evidence from empirical experimentMobile advertisingMobile app user acquisitionMobile advertising marketing channel mixManagerial implications from mobile advertising performanceDomínio/Área Científica::Ciências Sociais::Economia e GestãoIn 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.Lobo, João SilveiraRUNCabral, Francisco Manuel da Silva Brás Gaspar Vieira2015-10-12T07:46:13Z2015-062015-06-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/15602TID:201473399enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:51:49Zoai:run.unl.pt:10362/15602Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:22:38.879283Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Impact of mobile app user acquisition on managerial decisions: Evidence from empirical experiment
title Impact of mobile app user acquisition on managerial decisions: Evidence from empirical experiment
spellingShingle Impact of mobile app user acquisition on managerial decisions: Evidence from empirical experiment
Cabral, Francisco Manuel da Silva Brás Gaspar Vieira
Mobile advertising
Mobile app user acquisition
Mobile advertising marketing channel mix
Managerial implications from mobile advertising performance
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Impact of mobile app user acquisition on managerial decisions: Evidence from empirical experiment
title_full Impact of mobile app user acquisition on managerial decisions: Evidence from empirical experiment
title_fullStr Impact of mobile app user acquisition on managerial decisions: Evidence from empirical experiment
title_full_unstemmed Impact of mobile app user acquisition on managerial decisions: Evidence from empirical experiment
title_sort Impact of mobile app user acquisition on managerial decisions: Evidence from empirical experiment
author Cabral, Francisco Manuel da Silva Brás Gaspar Vieira
author_facet Cabral, Francisco Manuel da Silva Brás Gaspar Vieira
author_role author
dc.contributor.none.fl_str_mv Lobo, João Silveira
RUN
dc.contributor.author.fl_str_mv Cabral, Francisco Manuel da Silva Brás Gaspar Vieira
dc.subject.por.fl_str_mv Mobile advertising
Mobile app user acquisition
Mobile advertising marketing channel mix
Managerial implications from mobile advertising performance
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Mobile advertising
Mobile app user acquisition
Mobile advertising marketing channel mix
Managerial implications from mobile advertising performance
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description 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.
publishDate 2015
dc.date.none.fl_str_mv 2015-10-12T07:46:13Z
2015-06
2015-06-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/15602
TID:201473399
url http://hdl.handle.net/10362/15602
identifier_str_mv TID:201473399
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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