The sales effect of “Free App of the Day” on Amazon Appstore: An empirical study

This study aims to understand the impact of the “Free App of the Day” (FAD) promotion on app sales during the post-promotion period on Amazon Appstore. The FAD promotion spotlights a single paid app by presenting it on the frontpage of Appstore, offers the app free of charge for one day, and broadca...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Hong Chen, Kevin Lachaud, Wenqi Zhou
Formato:	article
Lenguaje:	EN
Publicado:	Elsevier 2022
Materias:	Free app of the day Digital free sampling eWOM Price rebound Promotion-induced user reviews Business HF5001-6182
Acceso en línea:	https://doaj.org/article/132c05e5ebe94f27be97a78b63c7bf8b
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:132c05e5ebe94f27be97a78b63c7bf8b
record_format	dspace
spelling	oai:doaj.org-article:132c05e5ebe94f27be97a78b63c7bf8b2021-12-04T04:36:28ZThe sales effect of “Free App of the Day” on Amazon Appstore: An empirical study2666-954410.1016/j.digbus.2021.100020https://doaj.org/article/132c05e5ebe94f27be97a78b63c7bf8b2022-01-01T00:00:00Zhttp://www.sciencedirect.com/science/article/pii/S2666954421000193https://doaj.org/toc/2666-9544This study aims to understand the impact of the “Free App of the Day” (FAD) promotion on app sales during the post-promotion period on Amazon Appstore. The FAD promotion spotlights a single paid app by presenting it on the frontpage of Appstore, offers the app free of charge for one day, and broadcasts the promotion through Amazon's social media channels. This digital marketing strategy differs from the commonly adopted digital free sampling and sponsorship practices. In this study, we empirically examine its potential negative effect by analyzing a panel data set of FAD app sales and reviews. We find evidence that, when the app promotion expires, the price rebounding to the pre-promotion level discourages online customers from purchasing the app. We also observe an elevated amount of promotion-induced reviews generated at a high velocity during early days of the post-promotion. We conclude that these promotion-induced reviews are less influential than organic reviews.Hong ChenKevin LachaudWenqi ZhouElsevierarticleFree app of the dayDigital free samplingeWOMPrice reboundPromotion-induced user reviewsBusinessHF5001-6182ENDigital Business, Vol 2, Iss 2, Pp 100020- (2022)
institution	DOAJ
collection	DOAJ
language	EN
topic	Free app of the day Digital free sampling eWOM Price rebound Promotion-induced user reviews Business HF5001-6182
spellingShingle	Free app of the day Digital free sampling eWOM Price rebound Promotion-induced user reviews Business HF5001-6182 Hong Chen Kevin Lachaud Wenqi Zhou The sales effect of “Free App of the Day” on Amazon Appstore: An empirical study
description	This study aims to understand the impact of the “Free App of the Day” (FAD) promotion on app sales during the post-promotion period on Amazon Appstore. The FAD promotion spotlights a single paid app by presenting it on the frontpage of Appstore, offers the app free of charge for one day, and broadcasts the promotion through Amazon's social media channels. This digital marketing strategy differs from the commonly adopted digital free sampling and sponsorship practices. In this study, we empirically examine its potential negative effect by analyzing a panel data set of FAD app sales and reviews. We find evidence that, when the app promotion expires, the price rebounding to the pre-promotion level discourages online customers from purchasing the app. We also observe an elevated amount of promotion-induced reviews generated at a high velocity during early days of the post-promotion. We conclude that these promotion-induced reviews are less influential than organic reviews.
format	article
author	Hong Chen Kevin Lachaud Wenqi Zhou
author_facet	Hong Chen Kevin Lachaud Wenqi Zhou
author_sort	Hong Chen
title	The sales effect of “Free App of the Day” on Amazon Appstore: An empirical study
title_short	The sales effect of “Free App of the Day” on Amazon Appstore: An empirical study
title_full	The sales effect of “Free App of the Day” on Amazon Appstore: An empirical study
title_fullStr	The sales effect of “Free App of the Day” on Amazon Appstore: An empirical study
title_full_unstemmed	The sales effect of “Free App of the Day” on Amazon Appstore: An empirical study
title_sort	sales effect of “free app of the day” on amazon appstore: an empirical study
publisher	Elsevier
publishDate	2022
url	https://doaj.org/article/132c05e5ebe94f27be97a78b63c7bf8b
work_keys_str_mv	AT hongchen thesaleseffectoffreeappofthedayonamazonappstoreanempiricalstudy AT kevinlachaud thesaleseffectoffreeappofthedayonamazonappstoreanempiricalstudy AT wenqizhou thesaleseffectoffreeappofthedayonamazonappstoreanempiricalstudy AT hongchen saleseffectoffreeappofthedayonamazonappstoreanempiricalstudy AT kevinlachaud saleseffectoffreeappofthedayonamazonappstoreanempiricalstudy AT wenqizhou saleseffectoffreeappofthedayonamazonappstoreanempiricalstudy
_version_	1718372894692605952

The sales effect of “Free App of the Day” on Amazon Appstore: An empirical study

Ejemplares similares