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Positive Side Effects Of In-App Reward Advertising

Free Items Boost Sales: A Focus on Sampling Effects

Joowon Lee, Dong-Hee Shin
DOI: 10.2501/JAR-2017-036 Published 1 September 2017
Joowon Lee
Korea Advanced Institute of Science and Technology (KAIST),
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  • For correspondence: jwlee1015@gmail.com
Dong-Hee Shin
Chung-Ang University,
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  • For correspondence: dshin1030@cau.ac.kr
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ABSTRACT

Giving free game items to mobile users through in-app reward advertisements could generate a sampling effect and increase the probability of users making in-app purchases. By analyzing field data on user-level game-app usage behavior, the current researchers found that users who were offered a free game item as a reward more likely would purchase the game item. Existing users who already had purchased game items also made more subsequent purchases after experiencing the free game items than they had in previous game play without these incentives. The study identifies the moderating role of users' engagement level in the game on sampling effects.

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Vol 57 Issue 3

Journal of Advertising Research: 57 (3)
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Positive Side Effects Of In-App Reward Advertising
Joowon Lee, Dong-Hee Shin
Journal of Advertising Research Sep 2017, 57 (3) 272-282; DOI: 10.2501/JAR-2017-036

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Positive Side Effects Of In-App Reward Advertising
Joowon Lee, Dong-Hee Shin
Journal of Advertising Research Sep 2017, 57 (3) 272-282; DOI: 10.2501/JAR-2017-036
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