Journal of Social & Humanıtıes Scıences Research

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Abstract


CONTENT ANALYSIS FOR GRADUATE THESIS ABOUT MOBILE MARKETING

Technological developments are changing life more and more. The fact that individuals perceive and adapt to it in the face of these technological developments takes place as quickly as possible. These changes and transformations differentiate societies and the global atmosphere is now surrounded by the whole world. Nowadays, mobile marketing is constantly improving and updating and this assumption will be more important in future times and this necessitates research. Today, the rapid development of communication and communication technologies causes individuals to use web tools and the Internet more. Mobile marketing, despite the use of a long time in the world in the last ten years is a marketing term used in Turkey. In this study, 27 graduate theses (masters and doctorate) which were conducted between 2007 and 2017 in mobile marketing were analyzed, summarized and drawn attention to the findings. Within the scope of the study, the subject of mobile marketing is analyzed with content analysis which is a qualitative research method. Thus, the common points of the thesis studies which were carried out from the first year to the present (last decade) have been determined. The data is presented in tables using the MS Excel program, the years in which the thesis studies are done, the main disciplines, institutes and consultants, the regions where the research is conducted and the universities, the thesis type and the language of the thesis. It has been determined that few studies have been conducted on the subject and most of the studies examined have been realized in the department of business administration and limited in other areas; mostly at graduate level. In order to better understand the issue of mobile marketing, it is necessary to increase the research required and to be associated with different subjects.



Keywords
marketing, mobile marketing, content analysis



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