Juxtaposition of favourable and deterrent antecedents on WhatsApp usage optimisation

K. Sayee Manohar, Siva K.K. Muthaly and Navin K. Veerapa

International Journal of Business and Globalisation, 2024, vol. 36, issue 1, 39-59

Abstract: This paper ascertains the tenets of usage optimisation 'UO' of WhatsApp as a social media communication platform and the influence of selected aspects on individuals' level of positivity or negativity in context of WhatsApp's usage optimisation (UO). A questionnaire was administered to an audience in South India. The applicability of the conceptual model was first validated and a partial least squares (PLS) SEM based methodology to analyse and interpret the overall findings. Path analysis has also shown the catalytic role of intermediation by favourable elements and aspects of deterrents. The findings in this study are contradictory to the norm with WhatsApp's phenomenal acceptance and its impulsive adoption. Businesses could benefit by incorporating aspects of the antecedents, in designing niche promotional strategies for their targeted segments and will therefore have a renewed opportunity to incorporate strategies to filter repeated messages and irrelevant chats in new value-added WhatsApp platforms.

Keywords: WhatsApp; social media; usage optimisation; favourable; deterrent; antecedents; socialising; partial least squares; juxtaposition. (search for similar items in EconPapers)
Date: 2024
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