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.
| Original language | English |
|---|---|
| Pages | 430-435 |
| Number of pages | 6 |
| Publication status | Published - 30 Jun 2019 |
| Event | The 13th China Summer Workshop on Information Management (CSWIM 2019) - Hilton Hotel, Shenzhen , China Duration: 29 Jun 2019 → 30 Jun 2019 Conference number: 13 http://2019.cswimworkshop.org/ http://2019.cswimworkshop.org/wp-content/uploads/2017/01/CSWIM2019-Proceedings-0624.pdf http://2019.cswimworkshop.org/wp-content/uploads/2017/01/CSWIM-2019-Program_Final.pdf |
Conference
| Conference | The 13th China Summer Workshop on Information Management (CSWIM 2019) |
|---|---|
| Abbreviated title | CSWIM 2019 |
| Place | China |
| City | Shenzhen |
| Period | 29/06/19 → 30/06/19 |
| Internet address |
Bibliographical note
Research Unit(s) information for this publication is provided by the author(s) concerned.Research Keywords
- Storytelling
- Same-side effect
- Functional Similarity
- Visual similarity
- Within-Developer Influence