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Cognitive Social Learning Theory as a theoretical basis for developing a true science of engagement

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Alfred Nigl
added a research item
Dean Grey
added 4 research items
Most apps are abandoned within the first 90 days; in fact, apps lose 80% of their users by that time and even more striking is the fact that 50% of all users who uninstall an app do so in the first 4-5 days. Another sobering statistic is that half of all apps are abandoned after only 10 logins. Successful apps are those that do an excellent job of providing users with experiences that fulfill their needs. The key word here is Engagement or perhaps more accurately, the lack of engagement. Engagement has been defined as a cognitive, emotional and behavioral connection between a user and technology such as an app or a social media platform. A related term is "stickiness" or how often users come back and use an app. Although there is some disagreement about how to measure engagement, stickiness has a precise formula for its calculation Daily Active Users ÷ Monthly Active Users = X. The closer this ratio (DAU/MAU) (or X) approaches 1, the greater the "stickiness"; this ratio is also an important predictor of retention. According to M. Lalmas-Roeleke, Yahoo's Director of Research, there are core user engagement metrics that every app owner must track: o How many people uninstall the app on a daily basis o How many people return to the app after launching it, within 1, 3 and 7 days The uninstall rate for Android apps is 33% for new users and 31% for existing users. The uninstall rate for IOS apps is 15% for new users and 13% for existing users. Another important metric to track is the average times users spend in each session. The longer they stay on the app each time they access it is a sign of how much value they find in the app. Longer session lengths are signs that user are happy with the experiences provided to them. Furthermore, longer sessions are a good measure of the effectiveness of marketing and promotional campaigns. "If a product doesn't form a habit, it's going to be abandoned" Nir Eyal, product psychologist.
Skylab is one of the world's most robust, white-labeled social media engagement platforms and was created to leverage the principles of the science of engagement. Its scientific foundation seamlessly integrates and operationalizes the research findings from such disciplines as cognitive-social learning, self-reinforcement and psychological gamification. Skylab serves as a model for a well-founded, scientifically-based social media app and gam-ification platform. Many authors have mentioned the science of engagement in the context of other social media platforms but few have defined the term and outside of vague references to motivation; very few scientific discussions and explanations of this ubiquitous term can be found online. A specific search for "the science of engagement" will not yield much of substance. This paper is an attempt to provide a scientific and theoretical context for "the science of engagement" by referencing Skylab's unique approach to integrating science into its highly-effective app and platform. Many businesses today are focused on developing web sites and/or apps which are designed to create a psycho-social platform for stimulating and/or optimizing engagement with their users, customers or subscribers. Engagement is a core principle of many internet-based companies. In fact, the greater the level of engagement, the more valuable a company becomes to both advertisers and investors. The rapid growth of social media advertising revenue is a testament to the economic value of engagement. There is a considerable body of evidence documenting the rapid increase in the spending on social advertising. A fourth-quarter report from data science and media technology provider 4C Insights found a 43 percent quarter-over-quarter increase and a 65 percent year-over-year gain in paid media spend. Spending on Facebook grew even more, with a 74 percent Year over Year increase. On Instagram, which saw user numbers rise to more than 600 million, advertising spend soared 138 percent from 2015; clearly, advertisers see the value of engaging their audiences as they transition to more platforms and networks. The problem is that there are very few, if any, formal scientific studies on "engagement"; it is one of those ubiquitous terms (gamification is another one) that is used frequently today but when pressed to explain how it works and, especially, why it works, most people would be hard-pressed to give a logically-coherent explanation. There is a good reason for this, it is because currently there is no "Science of Engagement", nothing tangible that someone can fall back on or use as a reference when trying to explain the term. But all is not lost. There is a legitimate scientific tradition which has existed since 1905 with a robust body of peer-reviewed scientific publications and scholarly textbooks that is a logical choice as the scientific backbone of "engagement".
Dean Grey
added 3 research items
Review of Skylab USA's apps retention rates compared to global app retention data
Explains how Skylab USA has adapted SDT and Contextual Gamification to enhance the performance of its planets (business units) that focus on exercise and fitness