I am pretty confident that I will be getting answers pointing out that this is something too specific and should/will be decided by my university and that a general answer does not exist. But anyway, I just want to have an idea.
I was aiming at 120 pages of my upcoming marketing master's thesis but I thought that I could reduce it to 100 (pure text speaking of course as I am pretty sure that with references and appendices, it will be +120 though). So what is the average length of a master's thesis? Business and marketing field. As for what I've found online, the general consensus seems to be between 60 and 120 pages.
As for its literature review length, again, the general consensus seems to be between 20% and 40% of the overall thesis length, any personal experience with that? I was aiming at 50% but after doing some research, I am decreasing it to somewhere between 20% and 30%. However my instructor demanded it to be between 30% and 40%.