The Power of Storytelling : Quantifying the Same-Side Effect of Daily Recommendations on Consumption Patterns in Mobile App Store

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)31A_Invited conference paper (refereed items)No (For NOT-invited papers, please choose templates for RGC category 32 or 33 instead)peer-review

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Author(s)

Related Research Unit(s)

Detail(s)

Original languageEnglish
Pages430-435
Number of pages6
Publication statusPublished - 30 Jun 2019

Conference

TitleThe 13th China Summer Workshop on Information Management (CSWIM 2019)
LocationHilton Hotel
PlaceChina
CityShenzhen
Period29 - 30 June 2019

Abstract

Storytelling, as an emerging and novel product recommendation format, has been credited for eliciting consumers’ emotional response during decision making. Due to consumers’ limited personal involvement with mobile apps, storytelling is gaining traction as a means of promotion in mobile app stores. As a promotional mechanism, storytelling is particularly amenable to the context of mobile app stores by giving affective meaning to the focal app being promoted and strengthening its association with other apps available from these stores. To this end, we construct a research model that not only posits how consumers’ demand for related mobile apps is shaped by similarity in functional and visual attributes between these apps and the focal app being promoted via storytelling, but also sheds light on how the preceding effects could be mitigated by within-developer influence.

Research Area(s)

  • Storytelling, Same-side effect, Functional Similarity, Visual similarity, Within-Developer Influence

Bibliographic Note

Research Unit(s) information for this publication is provided by the author(s) concerned.

Citation Format(s)

The Power of Storytelling : Quantifying the Same-Side Effect of Daily Recommendations on Consumption Patterns in Mobile App Store . / FU, Mengyao; XIONG, Bingqing; Tan, Chee-Wee; Lim, Eric; WANG, Weiquan.

2019. 430-435 The 13th China Summer Workshop on Information Management (CSWIM 2019), Shenzhen , China.

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)31A_Invited conference paper (refereed items)No (For NOT-invited papers, please choose templates for RGC category 32 or 33 instead)peer-review