Vol. 12 No. 2 (2024): Business & Management Studies: An International Journal
Articles

The mediating roles of customer evaluation and user motivation in the effect of mobile marketing on customer engagement

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  • Selin Yıllar,
  • Cemal Yükselen
Selin Yıllar
PhD. Student, Istanbul Beykent University, Institute of Graduate Studies, Istanbul, Turkey
Cemal Yükselen
Prof. Dr., Istanbul Beykent University, Faculty of Economic and Administrative Sciences, Istanbul, Turkey

Published 2024-06-25

Keywords

  • Mobil Pazarlama, Müşteri Katılımı, Kullanıcı Motivasyonu, Müşteri Değerlemesi
  • Mobile Marketing, Customer Engagement, User Motivation, Customer Evaluation

How to Cite

The mediating roles of customer evaluation and user motivation in the effect of mobile marketing on customer engagement. (2024). Business & Management Studies: An International Journal, 12(2), 297-314. https://doi.org/10.15295/bmij.v12i2.2387

Copyright (c) 2024 Selin Yıllar- Cemal Yükselen

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

The mediating roles of customer evaluation and user motivation in the effect of mobile marketing on customer engagement. (2024). Business & Management Studies: An International Journal, 12(2), 297-314. https://doi.org/10.15295/bmij.v12i2.2387

Abstract

This study mainly aims to investigate the mediation effects of user motivation and customer evaluation regarding the effect of the perception related to mobile marketing applications on customer engagement. The recommended conceptual model is tested by collecting data from 627 mobile application users living in Istanbul via an online survey. This study reveals that perceived advantage and perceived challenge positively affect the four dimensions of customer engagement, which are co-developing, influencing, augmenting and mobilizing behaviours and also with domain-specific interest, need for cognition and cognition satisfaction, perceived enjoyment, and perceived control positively affect customer engagement, and mediate the relationship of the perception related to the mobile marketing applications with customer engagement. It has significantly contributed to understanding customer behaviours against the technological features of mobile applications.

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