MXit it up in the media: Media discourse analysis on a mobile instant messaging system

Chigona, Agnes; Chigona, Wallace

doi:10.23962/10539/19778

Cited by 9 publications

(1 citation statement)

References 7 publications

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“…Android, iOS, Windows) and have become a platform for entertainment and work (Karapanos et al , 2016; Marino and Lo Presti, 2018; Wu and Lu, 2013). Previous generations of MIM apps that were popular in South Africa (SA) include ICQ (Leung, 2001) and Mxit (Alfreds and Van Zyl, 2015; Chigona and Chigona, 2008). MIM apps offer ease of use to customers of different ages and profiles, and Church and de Oliveira (2013) have indicated that the cost of using WhatsApp compared to a short message service (SMS) influences the frequency of use of the platforms.…”

Section: Introductionmentioning

confidence: 99%

Motivational factors, customer engagement and loyalty in the South African mobile instant messaging environment: moderating effect of application usage

Kritzinger

Petzer

2020

EBR

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Purpose The purpose of this paper is to examine specific gratifications obtained from using mobile instant messaging (MIM) applications by applying the uses and gratifications theory. This study explores the relationships between motivational factors, customer engagement and loyalty for existing WhatsApp subscribers in South Africa, as well as the moderating effect of application usage. Design/methodology/approach A descripto-explanatory research design was used in this quantitative study and 282 responses from an online survey were analysed. Structural equation modelling was used to test the study’s hypotheses. Findings The study reveals that utilitarian and hedonic motivation impact customer engagement positively in using WhatsApp, which, in turn, impacts loyalty. Social motivation in using WhatsApp bore no relationship with customer engagement. Furthermore, medium application usage moderates the link between customer engagement and utilitarian and hedonic motivation. Research limitations/implications The study offers a greater understanding of customer engagement and motivational factors in the MIM environment. Future studies could consider more complex relationships with customer engagement in using MIM apps focussed on a younger generation. Practical implications MIM service providers should enhance customer engagement by tracking user activity and identifying customers who need to use an app more by targeting their utilitarian and hedonic needs through sophisticated marketing strategies. Originality/value This research enriches the understanding of key motivational factors impacting customers’ continued engagement towards using MIM, as opposed to the adoption thereof.

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Section: Introductionmentioning

confidence: 99%

Motivational factors, customer engagement and loyalty in the South African mobile instant messaging environment: moderating effect of application usage

Kritzinger

Petzer

2020

EBR

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An architecture for synchronous micro-volunteering in Africa using social media

Butgereit

Botha

2013

2013 IEEE International Conference on Pervasive Computing and Communications Workshops (PERCOM Workshops)

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Micro-Volunteering is the phenomenon of volunteering one's time and energy for extremely short periods of time. It is often considered a subset of Virtual Volunteering where one can volunteer one's time and energy via the Internet. There are many successful examples of Virtual Volunteering such as the Gutenberg project and the Librivox project. However, in both these cases, a volunteer must donate a substantial amount of his or her time in activities such as reading books or proofreading books. This paper examines the concept of synchronous micro-volunteering where potential volunteers can effectively donate as little as 10 minutes of their time and immediately assist other people. The paper then describes the architecture which supports synchronous microvolunteering.

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Converged social media: Identity management and engagement on Facebook Mobile and blogs

Rambe

2013

AJET

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There is scant evidence to demonstrate that researchers grasp the social dimensions of convergence, and particularly, the academic and social implications of converged media on students' lives. Despite a surge in student appropriation of social media-enabled mobile phones for exchanging educational resources and social practices, little is known about this collapsing of academic and social contexts. Twelve purposively selected postgraduate students who used Facebook Mobile for exchanging learning resources and micromanagement of their daily lives were interviewed to unravel the influence of converged social media on students' lives. Identity construction and convergence as theoretical constructs were drawn upon to examine student narratives of their Facebook interactions and navigation of their identities. The findings suggest that Facebook Mobile enhanced the students' networked exchange of knowledge and meaningful participation in learning communities. However, students expressed uncertainty about educators' judgements of their online personae, invasion of their privacy, information security and fears of jeopardising future career prospects. The study recommends best-practice pedagogical designs that emphasise deep engagement, safe communication, measures to deal with plagiarism and policy interventions to address privacy and information security.

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MXit it up in the media: Media discourse analysis on a mobile instant messaging system

Cited by 9 publications

References 7 publications

Motivational factors, customer engagement and loyalty in the South African mobile instant messaging environment: moderating effect of application usage

Motivational factors, customer engagement and loyalty in the South African mobile instant messaging environment: moderating effect of application usage

An architecture for synchronous micro-volunteering in Africa using social media

Converged social media: Identity management and engagement on Facebook Mobile and blogs

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