Jens Mattke, Christian Maier, Tim Weitzel and Jason Bennett Thatcher
Qualitative Comparative Analysis (QCA) is a promising, powerful method that is increasingly used for IS research. However, the Information Systems (IS) discipline still lacks a…
Abstract
Purpose
Qualitative Comparative Analysis (QCA) is a promising, powerful method that is increasingly used for IS research. However, the Information Systems (IS) discipline still lacks a shared understanding of how to conduct and report QCA. This paper introduces the fundamental concepts of QCA, summarizes the status quo, and derives recommendations for future research.
Design/methodology/approach
A descriptive literature review in major IS outlets summarizes how and why QCA has been used in the IS discipline, critically evaluates the status quo, and derives recommendations for future QCA studies.
Findings
The literature review reveals 32 empirical research articles in major IS journals that have used the QCA method. Articles applied QCA to a broad range of research topics at the individual and organizational levels, mainly as a standalone analysis for theory development, elaboration and testing. The authors also provide evidence that most published IS research articles do not take full advantage of the potential QCA, such as analyzing necessary causal conditions or testing the robustness of QCA results. The authors provide seven actionable recommendations for future IS research using QCA.
Originality/value
The literature review assesses the status quo of QCA’s application in the IS discipline and provides specific recommendations on how IS researchers can leverage the full potential of QCA.
Details
Keywords
Jens Mattke, Christian Maier, Lea Reis and Tim Weitzel
Individuals only click on a very small fraction of the in-app advertisements (ads) they are exposed to. Despite this fact, organizations spend generously placing in-app ads…
Abstract
Purpose
Individuals only click on a very small fraction of the in-app advertisements (ads) they are exposed to. Despite this fact, organizations spend generously placing in-app ads without theoretical knowledge of how the structure and the semantics of in-app ads influence individuals’ clicking behavior. This study aims to identify how the processing of structural and semantic factors leads to clicking behavior.
Design/methodology/approach
Based on the limited capacity theory, this paper proposes that the sequential processing of structural and semantic factors leads to clicking behavior. To mirror the sequential process, this paper applies a process-oriented configurational approach and performs a two-step qualitative comparative analysis (QCA) using 262 incidents of exposure to in-app ads.
Findings
The results support the proposed sequential processing and show that neither structural nor semantic factors alone lead to clicking behavior. This paper reveals four different paths of sequential processing of in-app ads that lead to clicking behavior. The results show that individuals click on non-animated in-app ads even though these are perceived as irritating or privacy-concerning. When the in-app ads are animated, individuals do only click on them when these are not irritating, privacy-concerning and personalized.
Research limitations/implications
Organizations can use these findings to improve their in-app ads and generate more clicks. This study recommends that organizations place in-app ads in a prominent location, design them similar to the design of the app and use bright colors. The advertising message needs to have new and relevant information in a credible and entertaining way. Depending on the degree of personalization, organizations should use different sizes of the in-app ad and only use animation if it is unlikely that the in-app ad caused irritation or privacy concerns.
Practical implications
Organizations can use these findings to improve their in-app ads and generate more clicks. This paper recommends that organizations place in-app ads in a prominent location, design them similar to the design of the app and with bright colors. The advertising message needs to have new and relevant information in a credible and entertaining way. Depending on the degree of personalization, organizations should use different sizes of the in-app ad and only use animation if it is unlikely that the in-app ad caused irritation or privacy concerns.
Originality/value
From the in-app ad perspective, this study is the first to theoretically develop and empirically show the sequential processing of structural and semantic factors of in-app ads. From the methodological perspective, this study applies an advanced configurational two-step QCA approach, which is capable of analyzing sequential processes and is new to marketing research.