Z. (Zeynep) Aydin

Rotterdam School of Management (RSM)
Erasmus University Rotterdam
ERIM Doctoral Student
Field: Marketing
Affiliated since 2009

PhD Project

Essays on Mobile Consumers and Applications

Since its emergence in 2008, Mobile Application space has been growing at an astonishing rate transforming itself into a complex marketplace with significant number of players. The growth of this market is not surprising at all, as mobile applications offer businesses, big and small, a unique opportunity to connect with the on-the-go consumers of our times. Due to the lucrative business opportunities and low barriers to entry, the mobile applications market is becoming more and more crowded every day. Consequently, only a small portion of mobile applications is able to gain traction with mobile phone users. The low success rate of mobile applications coupled with the developers’ insistence on submitting new applications brings us to the research question: What are the most critical drivers of mobile application success? Specifically, I consider the customer acquisition (phase 1), customer engagement (phase2), and customer retention (phase 3) as three key components of MA success. In order to uncover the factors that drive the success of MAs and aid brands to create customer engagement through this new channel, the relative importance of various factors such as user experience, marketing, and online word of mouth by relating them to MA downloads, engagement, and retention/recommendation. To that end, state of the art models are calibrated on unique data sets exclusively collected for each of the three studies. The findings will not only provide a better understanding of this new, fast growing, and highly competitive market but also help managers make better business decisions pertaining to design and marketing of their applications.

Keywords
Mobile marketing, mobile applications, online word of mouth, user generated content, customer engagement
Time frame
2009 -

Address

Visiting address

Office: Mandeville Building T10-08
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam
Netherlands

Supervisory team

Zeynep Aydin
Professor of Marketing
Promotor
Zeynep Aydin
Berk Ataman
Daily supervisor