IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v36y2019i2p185-199.html
   My bibliography  Save this article

Measuring and forecasting mobile game app engagement

Author

Listed:
  • Rutz, Oliver
  • Aravindakshan, Ashwin
  • Rubel, Olivier

Abstract

Monetization strategies in the large and strongly growing mobile app space must go beyond traditional purchase revenue as most mobile apps are now free to download. One key marketing innovation allows mobile app publishers to monetize ongoing engagement — in-app advertising.

Suggested Citation

  • Rutz, Oliver & Aravindakshan, Ashwin & Rubel, Olivier, 2019. "Measuring and forecasting mobile game app engagement," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 185-199.
    • Handle: RePEc:eee:ijrema:v:36:y:2019:i:2:p:185-199
    DOI: 10.1016/j.ijresmar.2019.01.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811619300023
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijresmar.2019.01.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Raghuram Iyengar & Kamel Jedidi & Skander Essegaier & Peter J. Danaher, 2011. "The Impact of Tariff Structure on Customer Retention, Usage, and Profitability of Access Services," Marketing Science, INFORMS, vol. 30(5), pages 820-836, September.
    2. Amin Sayedi, 2018. "Real-Time Bidding in Online Display Advertising," Marketing Science, INFORMS, vol. 37(4), pages 553-568, August.
    3. Arun Gopalakrishnan & Raghuram Iyengar & Robert J. Meyer, 2015. "Consumer Dynamic Usage Allocation and Learning Under Multipart Tariffs," Marketing Science, INFORMS, vol. 34(1), pages 116-133, January.
    4. Monic Sun, 2012. "How Does the Variance of Product Ratings Matter?," Management Science, INFORMS, vol. 58(4), pages 696-707, April.
    5. Anja Lambrecht & Avi Goldfarb & Alessandro Bonatti & Anindya Ghose & Daniel Goldstein & Randall Lewis & Anita Rao & Navdeep Sahni & Song Yao, 2014. "How do firms make money selling digital goods online?," Marketing Letters, Springer, vol. 25(3), pages 331-341, September.
    6. Chib, Siddhartha & Winkelmann, Rainer, 2001. "Markov Chain Monte Carlo Analysis of Correlated Count Data," Journal of Business & Economic Statistics, American Statistical Association, vol. 19(4), pages 428-435, October.
    7. Anja Lambrecht & Katja Seim & Bernd Skiera, 2007. "Does Uncertainty Matter? Consumer Behavior Under Three-Part Tariffs," Marketing Science, INFORMS, vol. 26(5), pages 698-710, 09-10.
    8. Ryan Dew & Asim Ansari, 2018. "Bayesian Nonparametric Customer Base Analysis with Model-Based Visualizations," Marketing Science, INFORMS, vol. 37(2), pages 216-235, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Kim, Hwang & Rao, Vithala R., 2022. "The role of network embeddedness across multiple social networks: Evidence from mobile social network games," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 867-887.
    2. Abbasi, Ghazanfar A & Jagaveeran, Mahavithya & Goh, Yen-Nee & Tariq, Beenish, 2021. "The impact of type of content use on smartphone addiction and academic performance: Physical activity as moderator," Technology in Society, Elsevier, vol. 64(C).
    3. Gelbrich, Katja & Hagel, Julia & Orsingher, Chiara, 2021. "Emotional support from a digital assistant in technology-mediated services: Effects on customer satisfaction and behavioral persistence," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 176-193.
    4. Enache, Andreea & Friberg, Richard & Wiklander, Magnus, 2023. "Demand for in-app purchases in mobile apps—A difference-in-difference approach," International Journal of Industrial Organization, Elsevier, vol. 88(C).
    5. Appel, Gil & Libai, Barak & Muller, Eitan & Shachar, Ron, 2020. "On the monetization of mobile apps," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 93-107.
    6. Bashirzadeh, Yashar & Mai, Robert & Faure, Corinne, 2022. "How rich is too rich? Visual design elements in digital marketing communications," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 58-76.
    7. Henkens, Bieke & Verleye, Katrien & Larivière, Bart, 2021. "The smarter, the better?! Customer well-being, engagement, and perceptions in smart service systems," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 425-447.
    8. Wondwesen Tafesse, 2023. "The differential effects of developers’ app store strategy on the performance of niche and popular mobile apps," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 317-330, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Preyas S. Desai & Devavrat Purohit & Bo Zhou, 2018. "Allowing Consumers to Bundle Themselves: The Profitability of Family Plans," Marketing Science, INFORMS, vol. 37(6), pages 953-969, November.
    2. Jin, Haofeng & Lu, Zhentong & Huang, Liqiang & Dou, Junsheng, 2021. "Not too much nor too little: Salience bias in mobile plan choices," Telecommunications Policy, Elsevier, vol. 45(4).
    3. Jin, Haofeng, 2022. "The effect of overspending on tariff choices and customer churn: Evidence from mobile plan choices," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    4. Stephen Leider & Özge Şahin, 2014. "Contracts, Biases, and Consumption of Access Services," Management Science, INFORMS, vol. 60(9), pages 2198-2222, September.
    5. Anja Lambrecht & Katja Seim & Naufel Vilcassim & Amar Cheema & Yuxin Chen & Gregory Crawford & Kartik Hosanagar & Raghuram Iyengar & Oded Koenigsberg & Robin Lee & Eugenio Miravete & Ozge Sahin, 2012. "Price discrimination in service industries," Marketing Letters, Springer, vol. 23(2), pages 423-438, June.
    6. Bo Li & Subodha Kumar, 2022. "Managing Software‐as‐a‐Service: Pricing and operations," Production and Operations Management, Production and Operations Management Society, vol. 31(6), pages 2588-2608, June.
    7. Soumya Mukhopadhyay & V Kumar & Amalesh Sharma & Tuck Siong Chung, 2022. "Impact of review narrativity on sales in a competitive environment," Production and Operations Management, Production and Operations Management Society, vol. 31(6), pages 2538-2556, June.
    8. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
    9. Takahashi, Makoto & Watanabe, Toshiaki & Omori, Yasuhiro, 2016. "Volatility and quantile forecasts by realized stochastic volatility models with generalized hyperbolic distribution," International Journal of Forecasting, Elsevier, vol. 32(2), pages 437-457.
    10. Chou, Ping & Chuang, Howard Hao-Chun & Chou, Yen-Chun & Liang, Ting-Peng, 2022. "Predictive analytics for customer repurchase: Interdisciplinary integration of buy till you die modeling and machine learning," European Journal of Operational Research, Elsevier, vol. 296(2), pages 635-651.
    11. Tarek Abdallah, 2019. "On the Benefit (Or Cost) of Large‐Scale Bundling," Production and Operations Management, Production and Operations Management Society, vol. 28(4), pages 955-969, April.
    12. Mahesh Balan U & Saji K. Mathew, 2021. "Personalize, Summarize or Let them Read? A Study on Online Word of Mouth Strategies and Consumer Decision Process," Information Systems Frontiers, Springer, vol. 23(3), pages 627-647, June.
    13. Angelovska, Nina, 2021. "Analysis Of Customer Activity, The Importance Of Timing For Effective Marketing Actions: Case Of Group Buying Site, Grouper," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 12(2), pages 156-170.
    14. Schlereth, Christian & Stepanchuk, Tanja & Skiera, Bernd, 2010. "Optimization and analysis of the profitability of tariff structures with two-part tariffs," European Journal of Operational Research, Elsevier, vol. 206(3), pages 691-701, November.
    15. Duan, Yongrui & Liu, Tonghui & Mao, Zhixin, 2022. "How online reviews and coupons affect sales and pricing: An empirical study based on e-commerce platform," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    16. Omid Rafieian & Hema Yoganarasimhan, 2021. "Targeting and Privacy in Mobile Advertising," Marketing Science, INFORMS, vol. 40(2), pages 193-218, March.
    17. Lefouili, Yassine & Toh, Ying Lei & Madio, Leonardo, 2017. "Privacy Regulation and Quality-Enhancing Innovation," TSE Working Papers 17-795, Toulouse School of Economics (TSE), revised Jul 2023.
    18. Kim, Kyungah & Choi, Jihye & Lee, Jihee & Lee, Jongsu & Kim, Junghun, 2023. "Public preferences and increasing acceptance of time-varying electricity pricing for demand side management in South Korea," Energy Economics, Elsevier, vol. 119(C).
    19. Wang, Yan & Yang, Jian & Qi, Lian, 2017. "A game-theoretic model for the role of reputation feedback systems in peer-to-peer commerce," International Journal of Production Economics, Elsevier, vol. 191(C), pages 178-193.
    20. Azam, Kazim & Pitt, Michael, 2014. "Bayesian Inference for a Semi-Parametric Copula-based Markov Chain," The Warwick Economics Research Paper Series (TWERPS) 1051, University of Warwick, Department of Economics.

    More about this item

    Keywords

    Mobile; Games; Usage behavior; Apps;
    All these keywords.

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:36:y:2019:i:2:p:185-199. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.