The effect of personalized push notifications on app engagement: A study of a mobile shopping app in Abuja, Nigeria
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Background of the study
Personalized push notifications have become an essential tool for mobile shopping apps aiming to boost user engagement and drive sales. In Abuja, mobile shopping apps are increasingly adopting data-driven push notifications to deliver tailored content and promotional offers directly to users’ devices (Uche, 2023). This study examines how personalization in push notifications—based on user behavior, purchase history, and preferences—impacts app engagement. By providing timely and relevant alerts, these notifications can increase user retention, encourage repeat visits, and ultimately improve conversion rates (Ibrahim, 2024). The research explores the design and frequency of notifications, assessing their effects on click-through rates and in-app activity. Additionally, the study investigates challenges such as notification fatigue and privacy concerns, which may negatively impact engagement. Using a combination of quantitative analytics and qualitative user feedback, the research aims to provide actionable insights for optimizing push notification strategies to enhance the overall user experience and drive revenue growth (Adebayo, 2023).
Statement of the problem
Mobile shopping apps in Abuja face difficulties in leveraging personalized push notifications to achieve sustained user engagement. Although tailored notifications can increase short-term activity, issues such as over-messaging and intrusive content often lead to notification fatigue, resulting in decreased user satisfaction (Chinwe, 2023). Furthermore, the absence of standardized frameworks for measuring the effectiveness of personalized notifications complicates the optimization process. This study addresses these challenges by examining the relationship between notification personalization and app engagement, aiming to identify best practices that balance relevance with frequency while mitigating negative impacts on user experience (Okeke, 2024).
Objectives of the study:
To assess the impact of personalized push notifications on app engagement.
To identify challenges related to notification frequency and content personalization.
To propose strategies for optimizing push notification campaigns for mobile shopping apps.
Research questions:
How do personalized push notifications affect user engagement in mobile shopping apps?
What factors contribute to notification fatigue?
How can mobile shopping apps optimize their push notification strategies?
Significance of the study
This study provides critical insights for mobile shopping app developers and marketers by evaluating the effectiveness of personalized push notifications on user engagement. The findings will inform strategies to optimize notification frequency and content, ultimately enhancing user satisfaction and retention. The research contributes to the academic literature on mobile marketing and offers practical recommendations for improving in-app communication strategies in a competitive digital marketplace.
Scope and limitations of the study:
This study is limited to examining personalized push notifications and their impact on user engagement for a mobile shopping app in Abuja, Nigeria. It does not extend to other app categories or digital communication channels.
Definitions of terms:
Push Notifications: Alerts sent directly to a user’s mobile device to encourage app engagement.
Personalization: Tailoring content based on individual user data.
App Engagement: The level of interaction and activity of users within a mobile application.
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