In-App Coupons Versus Group-Coupons: The Impact of Mobile Marketing Strategies on Mobile Application Adoption

Abstract

Global mobile marketers are intensifying efforts to promote mobile applications, yet little literature addresses the effectiveness of these strategies on consumer adoption. This study investigates the impact of two mobile marketing strategies—in-app coupons and group-coupons—on mobile app adoption, considering the installed user base moderation. Utilizing data from a Chinese shopping mall, this study shows that both strategies can foster adoption, with opposite moderating effects from existing adopters. Two experiments validate social influence and scarcity perception as underlying mechanisms. These findings highlight the dynamic nature of mobile marketing, urging global mobile marketers to consider this in their strategies.

Keywords:

• Mobile application adoption
• mobile marketing
• in-app group-coupon
• in-app coupon

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

National Natural Science Foundation of China Grant Number 71872172