The effect of customer engagement and customerexperience on brand loyalty in mobile marketing: Aresearch on electronic commerce sites

The primary aim of this study is to investigate the effects of customer engagement and customer experience concepts, which have gained increasing importance in recent years, on consumer purchase intention and brand loyalty in mobile marketing applications. Mobile marketing holds a significant place in consumers' lives, and applications in this field enhance the interaction between brands and customers. The study examines the role of this effect on consumers' repurchase intention and brand loyalty. Furthermore, including the mediating role of customer trust in these relationships enhances the unique value of the study. Data were collected through an online survey method involving 611 e-commerce site customers and analyzed. The results revealed that customer engagement and customer experience increase consumers' repurchase intentions and strengthen brand loyalty. Additionally, it was found that customer trust plays a significant mediating role in these processes.