RT Journal Article
SR Electronic
T1 Positive Side Effects Of In-App Reward Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 272
OP 282
DO 10.2501/JAR-2017-036
VO 57
IS 3
A1 Joowon Lee
A1 Dong-Hee Shin
YR 2017
UL http://www.journalofadvertisingresearch.com/content/57/3/272.abstract
AB 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.