Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2021 Annual Conference


Having Your Cake and Eating it Too: Investigating the Effects of Cross-selling in the Freemium Game Context through a Field Experiment
(A2021-93775)

Published: May 25, 2021

AUTHORS

Yashar Bashirzadeh, Rennes School of Business; Stacey Malek, Erasmus School of Economics; J. Andrew Petersen, Pennsylvania State University; Amanda Pruski Yamim, Grenoble Ecole de Management; Ali Nadalizadeh, Turned On Digital

ABSTRACT

In this research, we examine the effectiveness of a cross-selling campaign on heterogeneous customers with varying levels of situational and dispositional engagement in a lower-risk purchase context. We empirically test our hypotheses through a randomized field experiment with a freemium mobile game app developer with two games: Game A is the current game, and Game B is a newly developed game. Our findings suggest that situational engagement with existing customers (enacted by a cross-selling campaign) has a positive impact on user engagement regardless of dispositional engagement (i.e., prior brand engagement). Importantly, we also find that the cross-selling campaign has a positive impact on current game (Game A) usage because customers not only try the new game (Game B) being cross-sold by cross-moving but also return to the current game (Game A), increasing their total engagement or time spent playing and in-app purchasing in both games by the freemium mobile game app developer.