An examination of push notification strategies in mobile marketing on consumer retention: A study of a news app in Lagos.
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- NGN 5000
Background of the study
Push notifications serve as a direct communication channel between mobile apps and their users, playing a crucial role in enhancing consumer retention. This study examines how a news app in Lagos employs various push notification strategies—ranging from breaking news alerts to personalized content recommendations—to keep users engaged and encourage frequent app usage. By delivering timely and relevant information, push notifications can help build a loyal user base and improve retention rates. Research suggests that when executed correctly, push notifications lead to increased user engagement and prolonged app usage (Adeniyi, 2023). However, challenges such as notification fatigue, poorly targeted messages, and overuse can negatively impact user experience. This study will analyze user engagement metrics, retention rates, and feedback to determine the optimal frequency, timing, and content of push notifications, thereby providing insights into best practices for maximizing their effectiveness in the competitive news app market (Okeke, 2024; Chinwe, 2025).
Statement of the problem
News apps in Lagos face challenges in retaining users due to suboptimal push notification strategies. Overuse or mismanagement of notifications can lead to user disengagement and increased app uninstalls. Inconsistent messaging and lack of personalization further diminish the potential benefits of push notifications. This study seeks to identify the key factors that hinder effective push notification implementation and to evaluate their impact on consumer retention. The goal is to determine the ideal balance between informative and intrusive notifications to maximize user retention (Adeniyi, 2023; Okeke, 2024).
Objectives of the study:
To evaluate the impact of push notification strategies on consumer retention.
To identify challenges in managing push notifications effectively.
To recommend best practices for optimizing push notification campaigns.
Research questions:
How do push notifications influence user retention?
What factors contribute to notification fatigue?
What strategies can optimize push notification effectiveness?
Significance of the study
This study is significant as it provides insights into optimizing push notification strategies to improve consumer retention for news apps in Lagos. The findings will help app developers and marketers create balanced and effective notification campaigns that enhance user engagement and retention. (Chinwe, 2025)
Scope and limitations of the study:
The study is limited to a single news app in Lagos and focuses solely on push notification strategies, excluding other retention factors.
Definitions of terms:
Push Notifications: Automated messages sent to users’ mobile devices.
Consumer Retention: The ability of an app to maintain its user base over time.
News App: A mobile application that delivers news content.
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