Investigation of sharing motivations on location based mobile applications of university student's eating-drinking experiences: Swarm example

Today, it has become inevitable for firms to structure their marketing efforts and marketing efforts according to the evolution evolving with technology and knowledge. This research, which is based on this exchange, offers important information for businesses in order to understand consumer desires and expectations. The theme of work is Swarm, which is one of the most popular location-based mobile applications, especially among university students. In the scope of the study, quantitative research method was used and data were collected by questionnaire technique. In the research, consumer motivations of these types of applications are evaluated within the Uses and Gratifications Approach. As a result, it has been determined that Swarm users are using this application mostly for information and interactivity. Users are using Swarm application for reasons such as getting information about the place they are thinking of visiting and following their friends. One of the details that draws attention among research findings is that Swarm users are not outsiders. Swarm users indicate that they are in an asocial tendency with participation ratings on outreach motivation. Keywords: Location based mobile applications, Uses and gratifications approach, Consumer behavior, Swarm, Social media