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

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dc.contributor.authorYıllar, Selin
dc.contributor.authorYükselen, Cemal
dc.date.accessioned2025-03-09T10:53:36Z
dc.date.available2025-03-09T10:53:36Z
dc.date.issued2024
dc.departmentİstanbul Beykent Üniversitesi
dc.description.abstractThis 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 codeveloping, 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.
dc.identifier.doi10.15295/bmij.v12i2.2387
dc.identifier.endpage314
dc.identifier.issn2148-2586
dc.identifier.issue2
dc.identifier.startpage297
dc.identifier.trdizinid1274187
dc.identifier.urihttps://doi.org/10.15295/bmij.v12i2.2387
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay/1274187
dc.identifier.urihttps://hdl.handle.net/20.500.12662/4862
dc.identifier.volume12
dc.indekslendigikaynakTR-Dizin
dc.language.isoen
dc.relation.ispartofBusiness and Management Studies: An International Journal
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_TR_20250310
dc.titleThe mediating roles of customer evaluation and user motivation in the effect of mobile marketing on customer engagement
dc.typeArticle

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