Proposal authors can use this tool to see where they have been placed in the agenda. Please scroll down to search by Author Name (Note: if the submitting author did not add all authors to the ProposalSpace form, only First & Corresponding Author will be searchable), or by Date/Time.
The Impact of the Spinoff App Adoption
Keywords: Please select at least two and no more than four. Hold the CTRL key to select multiple
Interactive
International
Mobile Advertising
New Technology
Abstract
Using mobile application (i.e., app) as the main channel to reach, engage, and provide service to customers has become the standard marketing practice for firms. On the one hand, firms want to provide sophisticated functionality by developing new features for their apps. Nevertheless, some customers who only utilize very few basic features are often overwhelmed by the growing complexity of apps. On the other hand, some firms start to develop simplified versions of their apps (i.e., spinoff app) to cater the need of such customers. Those spinoff apps include only the essential functions of the comprehensive main apps and provide a more streamlined user experience. The overall impact of spinoff app adoption on customer and the channel interdependency are unclear. We answer these questions by applying difference-in-differences regressions coupled with the dynamic propensity score matching technique on a unique dataset on customer’s adoption of a new spinoff app. Our analysis reveals two main findings: (1) The spinoff app channel serves as a substitute for the existing PC and main app channels. (2) The adoption of the spinoff app channel does not impact customer’s overall spending amount and the number of transactions.
First & Corresponding Author
Tianfu Wang, Montclair State University
Authors in the order to be printed.
Tianfu Wang