The differential effects of developers’ app store strategy on the performance of niche and popular mobile apps
This study investigates whether mobile app developers need to adjust their app store strategy depending on the popularity of their mobile apps. The study draws on the long tail perspective to differentiate between niche and popular mobile apps and considers app updating frequency, revenue model, use...
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| Veröffentlicht in: | Journal of marketing analytics 2023-09, Vol.11 (3), p.317-330 |
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| creator | Tafesse, Wondwesen |
| description | This study investigates whether mobile app developers need to adjust their app store strategy depending on the popularity of their mobile apps. The study draws on the long tail perspective to differentiate between niche and popular mobile apps and considers app updating frequency, revenue model, user value of mobile apps, and optimization of the mobile app content as influential elements of app store strategy. It proposes a model linking developers’ app store strategy to mobile app performance, measured through user rating data, with mobile app popularity acting as a moderator. To test its hypotheses, the study estimates a regression model with interaction effects on a dataset of mobile apps from Apple’s App Store (
N
= 5765). The findings reveal that, relative to popular mobile apps, niche mobile apps need to be managed more proactively through more frequent updates and efficacious optimization of the mobile app content. The findings also show that offering mobile apps in hedonic categories complements a niche positioning strategy. The study contributes a novel insight by documenting how mobile app popularity interacts with app store strategy in determining mobile app performance. |
| doi_str_mv | 10.1057/s41270-023-00216-8 |
| format | Article |
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N
= 5765). The findings reveal that, relative to popular mobile apps, niche mobile apps need to be managed more proactively through more frequent updates and efficacious optimization of the mobile app content. The findings also show that offering mobile apps in hedonic categories complements a niche positioning strategy. The study contributes a novel insight by documenting how mobile app popularity interacts with app store strategy in determining mobile app performance.</description><identifier>ISSN: 2050-3318</identifier><identifier>EISSN: 2050-3326</identifier><identifier>DOI: 10.1057/s41270-023-00216-8</identifier><language>eng</language><publisher>London: Palgrave Macmillan UK</publisher><subject>Applications programs ; Business and Management ; Market analysis ; Mobile computing ; Optimization ; Original Article ; Popularity ; Regression models</subject><ispartof>Journal of marketing analytics, 2023-09, Vol.11 (3), p.317-330</ispartof><rights>The Author(s), under exclusive licence to Springer Nature Limited 2023. Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c376t-67636b1ae5b9200e2529a71c668cdc732561c44a3a550d39058f1cf5c503333</citedby><cites>FETCH-LOGICAL-c376t-67636b1ae5b9200e2529a71c668cdc732561c44a3a550d39058f1cf5c503333</cites><orcidid>0000-0002-1284-7167</orcidid></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://link.springer.com/content/pdf/10.1057/s41270-023-00216-8$$EPDF$$P50$$Gspringer$$H</linktopdf><linktohtml>$$Uhttps://link.springer.com/10.1057/s41270-023-00216-8$$EHTML$$P50$$Gspringer$$H</linktohtml><link.rule.ids>314,780,784,27924,27925,41488,42557,51319</link.rule.ids></links><search><creatorcontrib>Tafesse, Wondwesen</creatorcontrib><title>The differential effects of developers’ app store strategy on the performance of niche and popular mobile apps</title><title>Journal of marketing analytics</title><addtitle>J Market Anal</addtitle><description>This study investigates whether mobile app developers need to adjust their app store strategy depending on the popularity of their mobile apps. The study draws on the long tail perspective to differentiate between niche and popular mobile apps and considers app updating frequency, revenue model, user value of mobile apps, and optimization of the mobile app content as influential elements of app store strategy. It proposes a model linking developers’ app store strategy to mobile app performance, measured through user rating data, with mobile app popularity acting as a moderator. To test its hypotheses, the study estimates a regression model with interaction effects on a dataset of mobile apps from Apple’s App Store (
N
= 5765). The findings reveal that, relative to popular mobile apps, niche mobile apps need to be managed more proactively through more frequent updates and efficacious optimization of the mobile app content. The findings also show that offering mobile apps in hedonic categories complements a niche positioning strategy. 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N
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| language | eng |
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| source | SpringerNature Journals |
| subjects | Applications programs Business and Management Market analysis Mobile computing Optimization Original Article Popularity Regression models |
| title | The differential effects of developers’ app store strategy on the performance of niche and popular mobile apps |
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