Purpose: Digital platforms and apps utilize a range of engaging features, structural guidance and algorithms to create and sustain immersive experiences. While immersion is crucial for captivation, initial adoption and early app use, limited research has explored its role in post-adoption behavior and habit formation. This study investigates these relationships and the underlying mechanisms. Design/methodology/approach: Drawing on prior literature on gratification and post-adoption behavior, the study developed six hypotheses and employed a survey-based method for data collection. Partial least squares (PLS) analysis was used to test the hypotheses. Findings: The study found that immersion significantly influences post-adoption behavior, including habit formation and continued use, through the mediating effects of content and process gratification. These findings offer valuable insights for technology developers seeking to design more immersive platforms and applications. Originality/value: Although immersion is becoming an increasingly important concept in app usage, especially as younger users seek more engaging experiences, theoretical and empirical research on this topic remains limited. This study addresses that gap by drawing from gratification and post-adoption literature. It offers a unique contribution by investigating a relatively unexplored research question with significant implications for both users and technology developers.