Juxtaposition of favourable and deterrent antecedents on WhatsApp usage optimisation Online publication date: Fri, 12-Jan-2024
by K. Sayee Manohar; Siva K.K. Muthaly; Navin K. Veerapa
International Journal of Business and Globalisation (IJBG), Vol. 36, No. 1, 2024
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.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business and Globalisation (IJBG):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook