How to Tell an Attractive Digital Story? The Revolution of Product Placement in the Mobile App Store

Mengyao Fu, Eric Lim, Bingqing Xiong, Chee Wee Tan, Weiquan Wang

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


The accelerated pace with which mobile applications are developed 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 product placement format, has been credited for boosting consumers' receptivity to featured products through compelling narrative, direct links, and rich media, especially in the context of mobile app stores. To this end, we construct a research model to illustrate how to develop an effective strategy for digital storytelling in mobile app stores. In so doing, we endeavor to not only offer an in-depth appreciation of the effects of digital storytelling on mobile app promotion from the perspective of story content but to also shed light on how these effects could be moderated through story delivery.
Original languageEnglish
Title of host publicationPACIS 2020 Proceedings
EditorsDoug Vogel, Kathy Ning Shen, Pan Shan Ling
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2020
Article number152
ISBN (Electronic)9781733632539
Publication statusPublished - 2020
Event24th Pacific Asia Conference on Information Systems: Information Systems (IS) for the Future, PACIS 2020 - Dubai, United Arab Emirates
Duration: 20 Jun 202024 Jun 2020
Conference number: 24


Conference24th Pacific Asia Conference on Information Systems: Information Systems (IS) for the Future, PACIS 2020
Country/TerritoryUnited Arab Emirates
Internet address


  • Content
  • Delivery
  • Digital Storytelling
  • Mobile App Store
  • Product Placement

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