Abstract
The accelerated pace with which mobile apps are being launched 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 format of product placement, has been credited for boosting consumers’ receptivity to featured products through compelling narrative, direct links, and rich media. In this study, we construct and empirically validate a research model that illustrates how digital storytelling can be strategized for product promotion in mobile app stores. In so doing, we endeavor to not only offer an in-depth appreciation of how digital storytelling can aid in promoting mobile apps through the presentation of engaging content but to also shed light on how these promotional effects could be moderated through rich delivery.
Recommended Citation
Fu, Mengyao; Xiong, Bingqing; Lim, Eric; and Wang, Weiquan, "Telling an Attractive Digital Story: Unraveling the Effects of Digital Product Placement Strategy on Product Exposure" (2020). SIGHCI 2020 Proceedings. 4.
https://aisel.aisnet.org/sighci2020/4