Social Media in Accelerating Mobile Apps

Social Media in Accelerating Mobile Apps

Asta Bäck, Päivi Jaring
Copyright: © 2017 |Volume: 13 |Issue: 2 |Pages: 13
ISSN: 1548-1131|EISSN: 1548-114X|EISBN13: 9781522511427|DOI: 10.4018/IJEBR.2017040101
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MLA

Bäck, Asta, and Päivi Jaring. "Social Media in Accelerating Mobile Apps." IJEBR vol.13, no.2 2017: pp.1-13. http://doi.org/10.4018/IJEBR.2017040101

APA

Bäck, A. & Jaring, P. (2017). Social Media in Accelerating Mobile Apps. International Journal of E-Business Research (IJEBR), 13(2), 1-13. http://doi.org/10.4018/IJEBR.2017040101

Chicago

Bäck, Asta, and Päivi Jaring. "Social Media in Accelerating Mobile Apps," International Journal of E-Business Research (IJEBR) 13, no.2: 1-13. http://doi.org/10.4018/IJEBR.2017040101

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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.

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