The impact of mobile engagement strategies on app retention: An evaluation of a social networking app in Kano, Nigeria.
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- NGN 5000
Background of the study
Mobile engagement strategies are critical for enhancing app retention, particularly for social networking apps that rely on continuous user interaction. This study investigates how a social networking app in Kano employs various mobile engagement techniques—such as interactive features, gamified elements, and personalized push notifications—to keep users active and engaged. These strategies are designed to create a sticky user experience that encourages regular logins, content sharing, and community participation (Adeniyi, 2023). By leveraging user data and feedback, the app can continuously refine its engagement tactics, ensuring that the content remains relevant and compelling. Research suggests that effective mobile engagement can significantly improve user retention and reduce churn rates, thereby enhancing overall app performance (Okoro, 2024). However, challenges such as notification fatigue and algorithmic constraints can negatively impact user retention. This study aims to analyze user engagement metrics, identify best practices, and provide recommendations to optimize mobile engagement strategies for sustained app retention (Chinwe, 2025).
Statement of the problem
Social networking apps in Kano often face challenges in retaining users due to ineffective mobile engagement strategies. Inconsistent and generic engagement efforts can lead to user disinterest, reduced app usage, and ultimately higher churn rates. Despite continuous updates and feature additions, the absence of a targeted, personalized engagement strategy hinders the app's ability to maintain user interest. This study seeks to identify the key factors affecting mobile engagement and assess their impact on app retention, thereby addressing the gap between user expectations and current engagement practices (Adeniyi, 2023; Okoro, 2024).
Objectives of the study:
To assess the impact of mobile engagement strategies on app retention.
To identify challenges in implementing personalized engagement tactics.
To propose recommendations for enhancing user retention through optimized mobile engagement.
Research questions:
How do mobile engagement strategies affect app retention?
What challenges hinder effective engagement in social networking apps?
What improvements can increase user retention?
Significance of the study
This study is significant as it provides insights into optimizing mobile engagement strategies to improve app retention for social networking platforms in Kano. The findings will help app developers design more effective engagement tactics that foster long-term user loyalty and sustained app usage. (Chinwe, 2025)
Scope and limitations of the study:
The study is limited to a single social networking app in Kano and focuses exclusively on mobile engagement strategies, without considering external user behavior factors.
Definitions of terms:
Mobile Engagement Strategies: Techniques used to interact with users via mobile platforms.
App Retention: The ability of an app to keep its users over time.
Social Networking App: A mobile application that facilitates online social interactions.
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