Seminars topic: We examine the impact of the timing of push notifications on user engagement in mobile apps. Specifically, we test the conventional belief that sending notifications when users activate their device screens, known as "screen-on pushes," better captures user attention. Using a regression discontinuity design and proprietary data from a major push service provider in China, we find that, contrary to expectations, screen-on pushes actually reduce daily app logins. This effect is particularly pronounced among younger users. These findings suggest that real-time, behaviorally targeted notifications may backfire and decrease user engagement.

Scholars Background: Zemin (Zachary) Zhong is an Assistant Professor of Marketing at the Rotman School of Management at the University of Toronto. He earned his Ph.D. from UC Berkeleys Haas School of Business. His research employs both analytical modeling and econometric models to explore how online platforms and information design influence consumer search, pricing, and market outcomes. His work has been published in Marketing Science, Management Science, and the Journal of Economic Behavior & Organization. Since 2022, he has been a member of the Editorial Review Board of Marketing Science. Zacharys contributions have been recognized by the ISMS Doctoral Dissertation Award, as well as multiple Service Awards from both Management Science and Marketing Science.

Time and Location: May 13, 2025 | 10:30-12:00 (GMT+8), Room A523 (School of Management)

Language: English