How to Tell an Attractive Digital Story? The Revolution of Product Placement in the Mobile App Store

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review

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Author(s)

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publicationPACIS 2020 Proceedings
Subtitle of host publicationPacifc Asia Conference on Information Systems (PACIS)
PublisherAssociation for Information Systems
Number of pages8
ISBN (Electronic)9781733632539
Publication statusPublished - Jun 2020

Publication series

NameProceedings of the Pacific Asia Conference on Information Systems: Information Systems (IS) for the Future, PACIS

Conference

Title24th Pacific Asia Conference on Information Systems for the Future (PACIS 2020)
LocationVirtual Conference
PlaceUnited Arab Emirates
CityDubai
Period20 - 24 June 2020

Abstract

The accelerated pace with which mobile applications are developed has translated into an innovation diffusion paradox for mobile app stores. To cope with the avalanche of newly launched apps, conventional product promotion has given way to digital storytelling as a means of bolstering individuals’ exposure to these apps. Digital storytelling, as an emerging and novel product placement format, has been credited for boosting consumers’ receptivity to featured products through compelling narrative, direct links, and rich media, especially in the context of mobile app stores. To this end, we construct a research model to illustrate how to develop an effective strategy for digital storytelling in mobile app stores. In so doing, we endeavor to not only offer an in-depth appreciation of the effects of digital storytelling on mobile app promotion from the perspective of story content but to also shed light on how these effects could be moderated through story delivery.

Research Area(s)

  • Content, Delivery, Digital Storytelling, Mobile App Store, Product Placement

Bibliographic Note

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

Citation Format(s)

How to Tell an Attractive Digital Story? The Revolution of Product Placement in the Mobile App Store. / Fu, Mengyao; Xiong, Bingqing; Lim, Eric; Tan, Chee-Wee; Wang, Weiquan.

PACIS 2020 Proceedings: Pacifc Asia Conference on Information Systems (PACIS) . Association for Information Systems, 2020. 152 (Proceedings of the Pacific Asia Conference on Information Systems: Information Systems (IS) for the Future, PACIS).

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review