Consumer value creation through WhatsApp use (original) (raw)
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Journal of Theoretical and Applied Information Technology, 2019
As a result of digital technology revolution and massive growth of smart phone usage, over 66% of world’s population (4.92 billion) is using mobile phones and over half of them are using social media. Mobile social networking (MSN) becomes one of the key communication tool, new trend, necessity and lifestyle. With information transparency, consumer value changes quickly, whilst rapid adaptation of similar offerings in the market place, it is essential for suppliers to keep pace with consumer value changes those directly affect the consumer satisfaction and loyalty. The research applies academic models and frameworks to the real life situation to develop a value proposition in the practical world by considering WeChat (1 billion active users) as the company under study and comparing it with WhatsApp (1.5 billion active users) as the leading competitor in the market. The objectives include identification of customers’ perception of a value for mobile social networking (MSN) services, followed by critical evaluation of existing value proposition of WeChat with Whatsapp to identify gap and finally to propose a new value proposition for WeChat. This paper first identifies customer perceived value (CPV) of mobile social networking (MSN) apps using Overby and Lee’s model (2004) followed by critical review of existing value proposition of WeChat and then comparing and contrasting with the leading player WhatsApp. Frameworks developed by Piercy (2009), Anderson J. et al. (2006) are employed for the same. Finally, the case develops new value proposition for WeChat by using Osterwalder et al 2014 and other frameworks. By the end of this research, a new consumer value proposition (CVP) proposal for WeChat is proposed for consideration in matching with the globally evaluated consumers’ value criteria
Purpose -The purpose of this paper is to introduce the concept of Value Fusion to describe how value can emerge from the use of mobile, networked technology by consumers, firms, and entities such as non-consumers, a firm's competitors, and others simultaneously. Design/methodology/approach -The paper discusses the combination of characteristics of mobile devices that enable Value Fusion and discusses specific value and benefits to consumers and firms of being mobile and networked. Value Fusion is introduced and defined and set apart from related, other conceptualizations of value. Examples are provided of Value Fusion and the necessary conditions for Value Fusion to occur are discussed. Also discussed are the conditions under which the use of mobile, networked technology by consumers and firms may lead to Value Confusion instead of Value Fusion. Several research questions are proposed to further enhance the understanding and management of Value Fusion. Findings -The combination of portable, personal, networked, textual/visual and converged characteristics of mobile devices enables firms and consumers to interact and communicate, produce and consume benefits, and create value in new ways that have not been captured by popular conceptualizations of value. These traditional conceptualizations include customer value, experiential value, customer lifetime value, and customer engagement value. Value Fusion is defined as value that can be achieved for the entire network of consumers and firms simultaneously, just by being on the mobile network. Value Fusion results from producers and consumers: individually or collectively; actively and passively; concurrently; interactively or in aggregation contributing to a mobile network; in real time; and just-in-time. Originality/value -This paper synthesizes insights from the extant value literature that by and large has focused on either the customer's or the firm's perspective, but rarely blended the two.
Crafting experiential value via smartphone apps channel
Purpose -The purpose of this paper is to investigate the impact of post-usage usefulness (PUU), experiential value, and apps channel satisfaction on consumer continuance intention in using the smartphone apps retail channel for shopping activities. The study proposes that experiential value mediates both the relationship between PUU and apps channel satisfaction and the relationship between PUU and apps channel continuance intention. Design/methodology/approach -A total of 467 valid questionnaires were received from Malaysian experienced smartphone apps shoppers (minimum of six months experience) from pure play apps retailers to empirically test the model. For the assessment of the measurement model and structural relationships, partial least square path modelling approach was performed. Findings -The hypotheses testing imply that all direct hypotheses between latent constructs are supported. Experiential value partially mediates the relationship between PUU and apps channel satisfaction and the hypothesis on its mediation role on the relationship between PUU and apps channel continuance intention is rejected. Originality/value -Despite the rapid development of information technology, a few research uncovered how businesses can create value through smartphone apps channel. Rather than focussing exclusively on online retailing, physical stores and e-commerce in general as a retail distribution strategy, this study empirically uncovered that value creation process could be achieved through smartphone apps channel.
Exploring Customer Value Formation
This paper extends current discussions about value creation and proposes a customer dominant value perspective. A customer-dominant marketing logic positions the customer in the center, rather than the service provider/producer or the interaction or the system. The focus is shifted from the company´s service processes involving the customer, to the customer´s multi-contextual value formation, involving the company. It is argued that value is not always an active process of creation; instead value is embedded and formed in the highly dynamic and multi-contextual reality and life of the customer. This leads to a need to look beyond the current line of visibility where visible customer-company interactions are focused to the invisible and mental life of the customer. From this follows a need to extend the temporal scope, from exchange and use even further to accumulated experiences in the customer´s life. The aim of this paper is to explore value formation from a customer dominant logi...
Research Journal of Humanities and Social Sciences, 2018
In today's energetic worldwide business, the ability to be responsive and alert to technological changes is more significant than ever before. Information and the interactions around it have to turn out to be the key asset of most businesses. New technology may present negative or positive for many businesses. The instant messaging app is a new phenomenon that has changed how the business environment operates. Businesses are able to gain access to resources that were otherwise not available to them. It has also helped businesses to increase their worthiness, cultivate strategic partnerships and increase their contact with customers and suppliers. It has become important for business owners and marketers to understand how it works as a communication and marketing tool and how they can significantly grow their businesses. Fifty-six customers were taken for the study. The primary data was collected using the questionnaire method. The findings of the study indicated that Whatsapp is turning out to be a tool that is empowering many small businesses into a new paradigm change. Apart from the mode of communication, Whatsapp provides customer relationships and support and become an integral part of the business process.
Exploring Customer Value Formation: A Customer Dominant Logic Perspective
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This paper extends current discussions about value creation and proposes a customer dominant value perspective. A customer-dominant marketing logic positions the customer in the center, rather than the service provider/producer or the interaction or the system. The focus is shifted from the company´ s service processes involving the customer, to the customer´ s multi-contextual value formation, involving the company.
Consumer Co-creation of Value in mHealth (Mobile Health) Service
Journal of Creating Value, 2017
Co-creation of value (CCV) is an emerging research discipline. The extant literature primarily focused on tangible value in firm context, relegating value created in an individual’s personal space. CCV extends beyond tangible outcomes. While service-dominant logic (SDL) created more interest in co-creation, much of the literature remained at a conceptual level. Empirical studies centred on the individual CCV are scarce. This article argues that individuals co-create value in their own space and there is a need to recognize and enhance our knowledge about it. The article proposes a conceptual model for individuals’ CCV in mobile health (mHealth) service context, identifying knowledge, well-being and productivity as dimensions that define quality of life. The study yields insights on how individuals generate value through the use of technology. The study contributes new knowledge on factors that contribute to individuals’ CCV. For value research and theory, the article positions indiv...
Contemporary Economics, 2022
Mobile instant messaging (MIM) is currently one of the most influential areas of technology. MIM applications have experienced substantial growth in the number of users; however, research on consumer behavior regarding the use of these applications is relatively scarce. The present study seeks to fill this gap, with the objective of identifying, understanding, and establishing the determinants of MIM use. The current study takes place in Ecuador, a developing Latin American country, and focuses on WhatsApp, the leading MIM application. The study is based on a sequential exploratory mixed method design with 25 in-depth interviews and a subsequent survey of 504 adults. The qualitative phase allows the establishment of a qualitative theoretical model in which the core category studied to understand the tendency of people to use WhatsApp is the perception of its utility. The qualitative phase and a literature review are the basis for formulating the study hypotheses. Finally, the quantitative analysis, based on structural equation modeling, yields the conclusion that network externalities, perceived usefulness, and perceived ease of use are the constructs that explain the tendency of individuals to use WhatsApp.
International Review of Management and Marketing How WhatsApp Changes the Way Business Work
Using a focus group and a pre-test, this study validates a scale for measuring the motivations, uses and gratifications for WhatsApp, which comprises of dimensions: Communication, privacy, credibility, and miscellaneous activities. Workplace WhatsApp usage motivations consists of two dimensions namely, working, planning, and coordination and speed, convenience, and practicality. After the focus group and the pre-test, 455 participants were included in a survey to understand a connection between work performance and WhatsApp usage. The results were discussed in terms of uses and gratifications.
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