The sales effect of “Free App of the Day” on Amazon Appstore: An empirical study

Digital Business Pub Date : 2022-01-01 DOI:10.1016/j.digbus.2021.100020

Hong Chen , Kevin Lachaud , Wenqi Zhou

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引用次数: 3

Abstract

This study aims to understand the impact of the “Free App of the Day” (FAD) promotion on app sales during the post-promotion period on Amazon Appstore. The FAD promotion spotlights a single paid app by presenting it on the frontpage of Appstore, offers the app free of charge for one day, and broadcasts the promotion through Amazon's social media channels. This digital marketing strategy differs from the commonly adopted digital free sampling and sponsorship practices. In this study, we empirically examine its potential negative effect by analyzing a panel data set of FAD app sales and reviews. We find evidence that, when the app promotion expires, the price rebounding to the pre-promotion level discourages online customers from purchasing the app. We also observe an elevated amount of promotion-induced reviews generated at a high velocity during early days of the post-promotion. We conclude that these promotion-induced reviews are less influential than organic reviews.

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“每日免费应用”在亚马逊Appstore的销售效果:实证研究

本研究旨在了解“每日免费应用”(FAD)促销对亚马逊Appstore推广后应用销售的影响。FAD的促销活动通过在Appstore的首页展示单个付费应用，并在一天内免费提供该应用，并通过亚马逊的社交媒体渠道进行宣传。这种数字营销策略不同于通常采用的数字免费抽样和赞助做法。在本研究中，我们通过分析FAD应用销售和评论的面板数据集来实证检验其潜在的负面影响。我们发现，当应用推广结束后，价格反弹到推广前的水平，会阻碍在线用户购买应用。我们还观察到，在推广后的早期，大量由推广引起的评论以高速度产生。我们得出结论，这些促销诱导的评论比有机评论的影响力小。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Digital Business

CiteScore

7.40

自引率

0.00%

发文量