A study on the effect of perception of mobile marketing applications on customer engagement and the mediating roles of user motivation and customer valuation

Increasing product and service demand, increasing mobile devices in number and their ever-developing technologies day by day significantly change the way of interaction of consumers with brands, as well. Today, in the platforms where traditional marketing fails in reaching customers, companies use mobile marketing applications in order to gain important advantages and in this way, they can actively communicate with their customers. This study mainly aims to investigate 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 of the research is tested by collecting data from 627 mobile application users living in Istanbul via 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 behaviors 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 a significant contribution to the understanding of customer behaviors against technological features of mobile applications.