Social Media in Accelerating Mobile Apps

Asta Bäck, Päivi Jaring

Research output: Contribution to journalArticleScientificpeer-review

Abstract

Mobile application stores have become very popular, and the two most popular, Google Play and Apple App Store, both have over a million applications (apps) available. Social media is extensively used for marketing products and services; but, its true potential, in service and product acceleration, has not been researched much. This paper studies the differences in actions between successful and less successful app developers and especially their social media use in accelerating applications and its impact on success. In this study, a longitudinal analysis is performed on 682 applications, from four Google Play categories, at three data points. This study concludes that almost 50% of the analyzed applications use some form of social media to promote their app, and that successful apps use social media more actively than less successful ones. The qualitative analysis of the apps sheds some light as to why some apps succeed without social media use, and why some fail while using it.
Original languageEnglish
Pages (from-to)1-13
Number of pages13
JournalInternational Journal of e-Business Research
Volume13
Issue number2
DOIs
Publication statusPublished - 1 Apr 2017
MoE publication typeA1 Journal article-refereed

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Application programs
Social media
Marketing

Keywords

  • social media
  • acceleration
  • mobile
  • Google Play
  • application
  • updates
  • mobile applications
  • apps
  • ratings

Cite this

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Social Media in Accelerating Mobile Apps. / Bäck, Asta; Jaring, Päivi.

In: International Journal of e-Business Research, Vol. 13, No. 2, 01.04.2017, p. 1-13.

Research output: Contribution to journalArticleScientificpeer-review

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