The popularity of m-coupons is steadily increasing as more and more consumers now watch content on smartphones instead of traditional media (newspapers, radio and television) (Wray & Plante, 2011). This growth encouraged e-marketers to distribute m-coupons through short messaging service (SMS) and apps as part of the sales strategy (Marriott, Williams, & Dwivedi, 2017 Shareef, Dwivedi, Kumar, & Kumar, 2017). This commercial success of mobile apps indicates the marketing potential of smartphones (Deng, Lu, Wei, & Zhang, 2010). Studies indicate that the popularity of mobile apps has increased substantially over the years (Balakrishnan, Foroudi, & Dwivedi, 2020 Mehra, Paul, & Kaurav, 2020). The proliferation of smartphones has resulted in growth of mobile app revenues.
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