Mobile messenger application: Sharing, rating and engagement in global social commerce

Lee, Catherine Cheng Ean * and Teh, Phoey Lee * (2016) Mobile messenger application: Sharing, rating and engagement in global social commerce. Social Media and Technology, 1 (1). p. 42. ISSN 2468-2128

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Abstract

This paper explores the relationship between rating, sharing and engagement within the freely available Mobile Messaging Application (MMA) through understanding their features and compatibility. We argued that MMA has the potential to substitute online marketing communication in the near future and the use of closed group chatting, sharing of information, and mobile-commerce in marketing communication has increased. Therefore, reviews on the current MMA, their abilities, compatibilities, functions and features with the marketing communication functions and features were analyzed. In particular, this study focuses on the implementation of MMA in future marketing communication and the engagement of users in sharing information, commenting on products and rating (sharing opinion) on products and services.

Item Type: Article
Additional Information: see also Teh, Phoey Lee
Uncontrolled Keywords: mobile messaging application; engagement; sharing; social commerce; rating
Subjects: H Social Sciences > HF Commerce
Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions: Sunway University > School of Arts > Dept. Communication
Sunway University > School of Engineering and Technology [formerly School of Science and Technology until 2020] > Dept. Computing and Information Systems
Depositing User: Dr Janaki Sinnasamy
Related URLs:
Date Deposited: 09 May 2019 05:48
Last Modified: 07 Oct 2020 05:15
URI: http://eprints.sunway.edu.my/id/eprint/1036

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