Identifying significant textual features in titles of Google play store applications and their influence on user review rating

User review rating of mobile applications is a crucial factor related to downloads and it greatly impacts the customer's decisions to prefer the applications with the highest (most positive) ratings. Whereas, titles are among the first information displayed to users when they search for any particular application and a compelling title can be a leading cause for an application's success. Hence, developer companies fashion (optimize) their application titles strategically, in such a way, that they are highly eye-catching and descriptive about application functionalities in an attempt to lure users to download and positively rate their applications. However, traditional literature may lack the scientific approaches which investigate what (specific) kind of textual features in application titles actually have a positive (or negative) effect on the review rating. Therefore, aim of this research work is to perform two separate kinds of scientific analyses to determine the impacts of unconscious (aspects usually not observed by users) and conscious (keyterms which are observed by users) features of Google-play store application titles on the user review rating. At first, for the investigation of unconscious aspects various machine learning algorithms are employed and secondly, for the conscious features another keyterms analysis is carried out. Overall, according to the results, certain unconscious aspects can lead towards the elevated review ratings in both cases of Applications and Games. Albeit, conscious aspects tend to have a positive impact only on the review ratings of Games.

Automated summary

The user review rating of mobile applications plays a crucial role in determining its success and popularity. The study aims to analyze the unconscious and conscious features of Google Play Store application titles and their impact on user review ratings using machine learning algorithms and keyword analysis. The results show that certain unconscious features significantly contribute to higher review ratings for both Applications and Games, while conscious features only have a positive impact on Games' review ratings.