The Impact of Mobile Application Marketing on Brand Image Through Improved User Experience: A Case Study of the Djezzy App

Résumé

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 Smart PLS 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.