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Effects of Externalities and Flow on Perceived Usefulness, Satisfaction, and Loyalty in Mobile Instant Messaging Promotion

ASEAN Marketing Journal

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Field Value
 
Title Effects of Externalities and Flow on Perceived Usefulness, Satisfaction, and Loyalty in Mobile Instant Messaging Promotion
 
Creator Theresa Victory Gloria; Department of Management, Faculty of Economics and Business, Universtas Indonesia
Adrian Achyar; Department of Management, Faculty of Economics and Business, Universtas Indonesia
 
Subject mobile instant messaging; promotion; loyalty and satisfaction; flow experience; network externalities
 
Description At its introduction, instant messaging (IM) was predicted to facilitate communication between businesses and customers. Growing numbers of smartphones coupled with internet penetration then led to the development of mobile instant messaging (MIM). Some MIM provides a feature for businesses to communicate to customers, which enables businesses to send promotions and information directly to customers. For this to be effective, loyalty is crucial for continued MIM use, especially MIM that can be used as a promotional tool, or mobile instant messaging promotion (MIMP). This study focuses on the factors that affect loyalty and satisfaction in MIMP. The results suggest that loyalty is affected by satisfaction and perceived usefulness, satisfaction by perceived enjoyment and attention focus, and perceived usefulness by referent network size and attention focus. MIMP should increase the user referent network size by offering rewards for inviting contacts. Perceived enjoyment and attention focus can be strengthened by enhancing the user experience and offering additional features.
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2017-02-23
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/9261
 
Source ASEAN Marketing Journal; Vol 8, No 2 (2016): December 2016; 96-110
 
Language en