RT Journal Article
T1 Exploring user’s experience of push notifications: a grounded theory approach
A1 Gavilán Bouzas, Diana
A1 Martínez Navarro, María Gema
AB PurposeThis paper aims to provide a holistic understanding of the user experience of push notifications, and the challenge brands face in managing them effectively.Design/methodology/approachA grounded theory (GT) approach was chosen to analyze the subjective interpretations of the 21 participants in the study. Unstructured interviews were conducted with the help of a set of nine intentionally developed push notifications prototypes.FindingsPush notifications are a powerful communication tool with great scope to deliver value to the user that would consequently increase brand attachment. However, the risk of mismanagement due to inappropriate timing of message delivery, lack of perceived value, inappropriate content or excessive frequency of messaging can make them intrusive, annoying and unwelcome, thus reducing brand attachment.Research limitations/implicationsGT has the ultimate goal of building a theory based on the data obtained. To improve theoretical sensitivity throughout the analysis related theories have been considered to obtain a deep and broad understanding of the phenomenon under study.Practical implicationsThe design of user experience with push notifications is both a tactical decision focused on timely content and a strategic decision that may influence users’ brand attachment.Social implicationsA better understanding of user experience with push notifications is strongly needed since users receive an average of 63 push notifications per day being eventually disruptive and distractive.Originality/valueA user experience model of push notifications is proposed and expressed in a set of tentative hypotheses contributing to the scarce and fragmented literature on this subject.
PB Emerald
SN 1352-2752
YR 2022
FD 2022-03-29
LK https://hdl.handle.net/20.500.14352/113719
UL https://hdl.handle.net/20.500.14352/113719
LA eng
NO Gavilan, D. and Martinez-Navarro, G. (2022), "Exploring user’s experience of push notifications: a grounded theory approach", Qualitative Market Research, Vol. 25 No. 2, pp. 233-255. https://doi.org/10.1108/QMR-05-2021-0061
DS Docta Complutense
RD 19 dic 2025