abstract: The recent changes in the software markets gave users an unprecedented number of alternatives for any given task. In such a competitive environment, it is imperative to understand what drives user behavior. To that end, the research presented in this dissertation, tries to uncover the impact of business strategies often used in the software markets. The dissertation is organized into three distinct studies into user choice and post choice use of software. First using social judgment theory as foundation, zero price strategies effects on user choice is investigated, with respect to product features, consumer characteristics, and context effects. Second, role of social features in moderating network effects on user choice is studied. And finally, the role of social features on the effectiveness of add-on content strategy on continued user engagement is investigated. The findings of this dissertation highlight the alignments between popular business strategies and broad software context. The dissertation contributes to the litera- ture by uncovering hitherto overlooked complementarities between business strategy and product features: (1) zero price strategy enhances utilitarian features but not non-utilitarian features in software choice, (2) social features only enhance network externalities but not social influence in user choice, (3) social features enhance the effect of add-on content strategy in extending software engagement. / Dissertation/Thesis / Doctoral Dissertation Business Administration 2016