Positive Side Effects of In-App Reward Advertising: Free Items Boost Sales—A Focus on Sampling Effects

Joowon Lee and Dong-Hee Shin

Giving free game items to mobile users through in-app reward advertisements could generate a sampling effect and increase the probability of users making in-app purchases.

Lee and Shin

MANAGEMENT SLANT

Direct experience with free game items increases users’ likelihood of purchasing game items.
The number of purchases and the purchase amount both increase after users experience the free game item.
Effectiveness of free-product sampling is higher for more engaged users.

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