Title: An analysis of the effect of COVID-19 on the usage of entertainment mobile applications

Authors: Jongdae Kim; Yun Kyung Oh; Jisu Yi

Addresses: Seoul National University of Science and Technology, 232, Gongneung-ro, Nowon-gu, Seoul, South Korea ' Department of Business Administration, Dongduk Women's University, 60 Hwarang-ro 13-gil, Seongbuk-gu, Seoul, South Korea ' Department of Business Administration, Gachon University, 1342, Seongnam-daero, Sujeong-gu, Seongnam-si, Gyeonggi-do, South Korea

Abstract: This study examines the effect of COVID-19 on consumer behaviour in the mobile-based entertainment industry. In particular, we demonstrate those consumers' COVID-19-induced psychological factors, such as fear of contagion and social deprivation, significantly affect entertainment-purposed consumer behaviour. We perform the fixed effects regression utilising mobile app-level usage data and COVID-19-related data. The results revealed that in the entertainment category, 'offline-to-online apps' usage decreased, while 'online-only apps' increased as the pandemic worsened. Furthermore, the usage of 'social functioning apps' increased because consumers pursued social presence during the pandemic. This study is among the first to examine the COVID-19-induced effect on consumer behaviour in the entertainment industry and one of the few to analyse mobile app usage during the pandemic. This study also contributes to the literature on offline-to-online consumption transition, showing that COVID-19 can accelerate the transition trend. Moreover, it can provide valuable insights to marketers, particularly those at the forefront of the pandemic.

Keywords: COVID-19; pandemic; e-marketing; mobile application; mobile marketing; entertainment industry; social deprivation; social presence.

DOI: 10.1504/IJEMR.2025.147480

International Journal of Electronic Marketing and Retailing, 2025 Vol.16 No.4, pp.361 - 378

Received: 19 Dec 2022
Accepted: 21 Feb 2023
Published online: 18 Jul 2025 *

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