Research question
Do video previews in app stores affect not only whether users install, but the quality of the users who do?
Motivation
Optimization practice often targets conversion rate alone. Acquisition volume and user quality may move in different directions.
Conceptual background
Draws on app store optimization practice, information richness theory and user acquisition analytics.
Research approach
Analysis of installation behavior alongside post-install engagement indicators.
Potential academic contribution
Distinguishes acquisition volume from user quality as outcomes of store-page creative.
Practical business relevance
Guides creative and ASO decisions toward long-term value rather than raw installs.
This is a working description of research in progress. No findings, publication venues or results are claimed.