Digital Literacy and Brand Self-Congruity: The Role of Customer Experiences


Student thesis: Doctoral Thesis

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Award date1 Aug 2022


The research develops a framework that examines how digital literacy influences mobile customer experiences and how mobile customer experience impacts brand-self congruity which in turn influences customers’ mobile app repurchase intentions and participation intention through mobile customer experience. In addition, the research observes the prevention focused customer emotion and promotion focused customer emotion as moderator variables in the relation of digital literracy and mobile customer experience.

The research methods in this study are classified as quantitative (i.e., survey) and qualitative (i.e., in-depth interviews) methods to investigate research questions of interest. The main body of this research consists of people who use mobile grocery applications for shopping in Turkey. The sample in the study are chosen using the random sample selection technique from among the people using the application. The random sample selection technique consists of the researcher choosing the sample without using any criteria.

The findings of the research supports the hypothesizes as positive effects. The results of the dissertation, which are focused on the use of structural equation modeling on a survey of 510 mobile app users, shows the role of utilitarian variables in driving a successful mobile customer experience at the different customer journeys.

The study illuestaes that each digital literacy dimension (cognitive digital literacy and technical digital literacy) has an positive impact of variance of mobile customer experience (sticky journey and smooth journey). Moreover, mobile customer experience affects variance of brand-Self Cougnity, positively. Finally, it can be seen that brand-self cougnity has a positive impact on variances of repurchase intention through mobile app and participation intention. All the findings on the study results that they all have positive impacts on their connections as antecedent variables, mediator variables and consequences.

Finally, the paper aims to give practical suggestions on how to develop mobile customer experience and the handling of digital literacy for effective marketing are proposed based on the insights from the research findings and executives’ point of view.

    Research areas

  • customer experience, m-commerce, grocery retailer, digital literacy, brand self-congruity