Sağlık & Fitness Mobil Uygulama Kategorisi Kullanıcı Değerlendirmeleri Konularının Ortaya Çıkarılması: Bir Konu Modelleme Yaklaşımı

Abstract

Günümüz pazarlamasının vazgeçilmez bir parçası olan mobil cihazlar ve platformlar, pazarlama karar vericileri için önemli fırsatlar oluşturmaktadır. Tüketicinin sosyal etkileşimler, e-ticaret ve günlük aktiviteler hakkındaki çevrimiçi değerlendirmeleri üzerinden tüketiciyi anlamak dijital pazarlamada temel bir konu haline gelmiştir. Mobil uygulama pazarı, farklı bağlamlarda incelenmesi gereken farklı özelliklere sahip birkaç kategoriden oluşmaktadır. Çalışmada sağlık & fitness kategorisine Türkiye pazarı ve mobil uygulamalar bağlamında odaklanılmıştır. Araştırmanın amacı, Google Play Store kullanıcı yorumları üzerinden sağlık ve fitness mobil uygulama pazarını değerlendirmektir ve araştırma soruları, kullanıcı yorumlarındaki konuların ve alt konuların keşfedilmesiyle ilgilidir. Araştırma amaçlarına uygun olarak, çalışmada 20 mobil uygulama için 17.921 çevrimiçi yorum üzerinde BERTopic modelini kullanan bir konu modelleme yaklaşımı benimsenmiştir. Çalışmada 80 ayrı konu başlığı altında 10 konu grubu (aktiviteler & fitness, aşırı reklam yüklemesi / reklam varlığı, memnuniyetsizlik, deneyim paylaşımı, özellikler, geri bildirim & soru, işlevsellik, gizlilik, önerme & önermeme, memnuniyet) oluşturulmuştur. Çalışmanın dört teori üzerinden teorik katkıları ve pratik çıkarımları gelecekteki araştırmalara ve endüstriyel uygulamalara ışık tutmaktadır. Anahtar Kelimeler: Sağlık, Fitness, Mobil Uygulama, Kullanıcı Değerlendirmeleri, Kulaktan Kulağa Pazarlama, Ağızdan Ağıza Pazarlama JEL Sınıflandırması: M31

Keywords

• Sağlık
• Fitness
• Mobil Uygulama
• Kullanıcı Değerlendirmeleri
• Kulaktan Kulağa Pazarlama

Revealing Topics in Health & Fitness Mobile App Category User Reviews: A Topic Modeling Approach

Abstract

Mobile devices and platforms, as an essential part of today’s marketing, lead to significant opportunities for marketing decision-makers. Understanding the consumer through online reviews regarding social interactions, e-commerce, and daily activities becomes fundamental in digital marketing. The mobile app market consists of several categories with different characteristics, which require examination in different contexts. The study focuses on health & fitness category in the context of Türkiye market and mobile apps. The research aims to evaluate health & fitness mobile application market through Google Play Store user reviews and research questions are related to discovering topics and sub-topics in the user reviews. Consistent to research aims, the study adopts a topic modeling approach utilizing BERTopic model on 17.921 online reviews for 20 mobile apps. The study concludes 80 individual topics grouped into 10 topic groups namely: activities & fitness, advertisement overload & presence, dissatisfaction, experience sharing, features, feedback & question, functionality, privacy, recommended & not recommended, satisfaction. Theoretical contributions through four theories and practical implications of the study can shed light on future researches and industrial applications. Key Words: Health, Fitness, Mobile Application, User Reviews, Word Of Mouth JEL Classification: M31

Keywords

• Health
• Fitness
• Mobile Application
• User Reviews
• Word Of Mouth

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