PhD Defence Zeynep Aydin


In her dissertation ‘Mobile Consumers and Applications: Essays on Mobile Marketing’ Zeynep Aydin reflected both sides of the mobile eco-system by combining novel data sets reflecting the actions of mobile businesses and the reactions of mobile users. Drawing from multiple research streams, this dissertation contributes to various literatures such as mobile applications, user generated content, and new product development. In the broader sense, the findings collectively relate to creating successful products in digital markets and continuous product development. Zeynep has defended her dissertation on Thursday, 4 March at 13:00h. Her supervisors were Prof. Gerrit van Bruggen (RSM) and Dr Berk Ataman (Koç University). The members of the Doctoral Committee were Prof. Gui Liberali (RSM), Prof. Ting Li (RSM) and Prof. Fred Langerak (Eindhoven University of Technology).

About Zeynep Aydin

Zeynep Aydin was born in Ankara, Turkey on October 13th, 1984. She received her Bachelors’ degree with honors in Statistics from Middle East Technical University, Ankara and her Master’s degree in Industrial Engineering from Bilkent University, Ankara. Her research interests lie in quantitative modeling (Bayesian Modeling, Time Series Models and Text Analysis) with empirical applications on mobile marketing and user generated content. She presented her work at leading international conferences such as European Marketing Academy Conference and Marketing Science Conference. Her work has recently appeared in Journal of Business Research, and she continues to submit her work to top-tier journals. She held a research position at Bilkent University, (2014-2016), where she taught marketing courses spanning a broad number of topics ranging from consumer behavior to probability and statistics both in undergraduate and graduate levels. She has become the mother to Alp Bulut in November, 2015.

Thesis Abstract

Seamless integration of mobile into the daily routine of the consumers created an uninterrupted online consumer, changing relationships with businesses in various ways. Empowered consumers now have instant access to detailed product information as well as more control over the pricing, timing and location of their purchase; resulting in remarkable changes in how consumers act. Firms first need to understand these behavioral changes, and then respond accordingly to the consumers via their renovated marketing strategies. This dissertation reflects both sides of the mobile eco-system by combining novel data sets reflecting the actions of mobile businesses and the reactions of mobile users.

The first essay advances our understanding of mobile marketing in the last decade by offering an integrated framework and an extended overview of mobile marketing. Utilizing novel data sets, the second essay discusses the customer’s mobile app adoption journey and considers a comprehensive set of variables affecting mobile app adoption. Following the step of adoption, the third essay shows that successive developments of the mobile application’s value proposition and efficiency can assist survival in the highly competitive mobile application market. Drawing from multiple research streams, this dissertation contributes to various literatures such as mobile applications, user generated content, and new product development. Implications, within the mobile applications domain, not only provide potential app developers with valuable insights, but also offer remedies for existing developers to resuscitate their applications. In the broader sense, the findings collectively relate to creating successful products in digital markets and continuous product development.