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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