Examining Mobile Consumption through Paid Apps Context: A Topic Modeling Approach to Türkiye Market

Öz

Mobile consumption as a vital part of today’s consumers is one of the fundamental area in the marketing research. Several contexts and markets are examined in the mobile consumption literature, however, the literature on paid apps context and Türkiye market is limited. The study aims to fill this gap by examining the paid apps context in Türkiye mobile app market and discovering the topics included in the user conversation. For this purpose, 11.749 reviews of 25 mobile apps are used as study sample. The study employs topic modeling methodology by using BERTopic approach to extract the topics in the sample set. Following descriptive evaluation of the sample, 57 individual topics are extracted in topic modeling, and they are grouped into three main topic groups namely: app-related (27 topics), money-related (11 topics) and user evaluations (19 topics). Insights and implications regarding the topic groups can shed light for the developers and mobile marketing decision-makers.

Anahtar Kelimeler

• mobile apps
• word of mouth
• online reviews
• consumer research

Mobil Tüketimin Ücretli Uygulamalar Bağlamı Üzerinden İncelenmesi: Türkiye Pazarına Konu Modelleme Yaklaşımı

Öz

Günümüz tüketicilerinin hayati bir parçası olan mobil tüketim, pazarlama araştırmalarının temel alanlarından biridir. Mobil tüketim literatüründe çeşitli bağlamlar ve pazarlar incelenmiştir, ancak ücretli uygulamalar bağlamı ve Türkiye pazarına ilişkin literatür sınırlıdır. Bu çalışma, Türkiye mobil uygulama pazarındaki ücretli uygulamalar bağlamını inceleyerek ve kullanıcı konuşmalarında yer alan konuları keşfederek bu boşluğu doldurmayı amaçlamaktadır. Bu amaçla, 25 mobil uygulamaya ait 11.749 yorum çalışma örneği olarak kullanılmıştır. Çalışma, örneklem kümesindeki konuları çıkarmak için BERTopic yaklaşımını kullanarak konu modelleme metodolojisini kullanmıştır. Örneklemin betimlemeyici değerlendirilmesinin ardından, konu modellemesinde 57 ayrı konu elde edilmiş ve bu konular üç ana konu grubunda toplanmıştır: uygulama ile ilgili konular (27 konu), para ile ilgili konular (11 konu) ve kullanıcı değerlendirmeleri (19 konu). Konu gruplarına ilişkin içgörüler ve çıkarımlar, geliştiricilere ve mobil pazarlama karar vericilerine ışık tutabilir.

Anahtar Kelimeler

• mobil uygulamalar
• ağızdan ağıza pazarlama
• çevrimiçi değerlendirmeler
• tüketici araştırması

Kaynakça

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