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

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.