Revue Les Cahiers du POIDEX
Volume 14, Numéro 2, Pages 299-320
2025-12-03
The Impact Of Mobile Application Marketing On Brand Image Through Improved User Experience: A Case Study Of The Djezzy App
Authors : Redjem Noureddine . Telilani Ghozlan .
Abstract
Abstract: This study aims to examine the impact of mobile application marketing on brand image, emphasizing the mediating role of user experience. Using the Djezzy App as a case study, the research adopts a quantitative explanatory approach. Data were collected from 391 users through a structured electronic questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1.1.1. The empirical results reveal that mobile application marketing exerts both direct and indirect effects on brand image through user experience, explaining 44% of the variance in user experience and 40% in brand image. The findings underscore the strategic importance of integrating personalized, engaging, and user-centered marketing initiatives within mobile apps to enhance brand perception and customer loyalty. It is recommended that telecom operators allocate greater resources to improving app usability, design, and personalization, as these factors can reduce churn, increase engagement, and ultimately strengthen brand image in a competitive digital market.
Keywords
Mobile Application Marketing; Brand Image; User Experience; telecommunications; Djezzy App.
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