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.