Lee, Cheng Ean Catherine * 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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Lee Cheng Ean Mobile Messenger Application SMT_2016.2.pdf - Published Version Available under License Creative Commons Attribution Non-commercial. Download (852kB) | Preview |
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 |
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| 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 Aug 2023 07:42 |
| URI: | http://eprints.sunway.edu.my/id/eprint/1036 |
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