Consumer value creation through WhatsApp use

Abstract

Purpose The purpose of this paper is to understand in-depth how consumers create value in their lives using WhatsApp, the leading mobile instant messaging (MIM) application. Design/methodology/approach The study adopts the perspective of customer-dominant logic (CDL) and uses a qualitative multimethod design involving 3 focus groups and 25 subsequent in-depth interviews. The research setting was Ecuador, a Latin American country. Findings Analysis and interpretation of the participants’ stories made it possible to identify and understand the creation of four types of value: maintaining and strengthening relationships; improving role performance; emotional support; and entertainment and fun. In addition, the present study proposes a conceptual model of consumer value creation as it applies to MIM. Practical implications Understanding the way consumers create value in their lives using MIM is important not only for organizations that offer MIM applications, but also for those companies that develop other applications for mobile phones or for those who wish to use MIM as an electronic word-of-mouth vehicle. Originality/value The current study is one of the first to address the topic of consumer behavior in the use of technologies from the perspective of CDL; this perspective enables an integrated qualitative vision of value creation in which the consumer is the protagonist.

Integrated Business Process Management in Contemporary Enterprises - a Challenge or a Necessity?

“…Recent changes in the environment take place dynamically and include, among others, the fourth technological revolution (Industry 4.0), the development of technologies in the field of artificial intelligence (AI), or process automation (Robotic Process Automation -RPA), which determines the functioning of modern enterprises (Sliż, 2019;Swanson, 2019). Factors influencing the evolution of process management also include strong customer-oriented needs and expectations, their impact on the course of processes, process variability and configuration depending on the dynamic environment, advanced technologies used to implement and improve processes (Antonucci & Goeke, 2011;Cruz-Cárdenas et al, 2019;Di Ciccio et al, 2019Jędrzejczyk & Brzeziński, 2021Malinova & Mendling, 2018;Rosemann & Vom Brocke, 2015). Introducing these solutions requires introducing changes, which is most often implemented in accordance with the design approach, based on appropriate knowledge resources and modern IT tools such as Business Intelligence, Cloud Computing, or Internet of Things (El Ghalbzouri & El Bouhdidi, 2022;Mohamad et al, 2022;Paschek et al, 2018).…”

Mobile instant messaging as an interaction tool in the business context

“…Research on the subject was conducted in the fields of administration, marketing and business, especially when considering all the roles that these media play to establish a stronger bond between companies and their consumers, as well as to promote more engagement with brands (Cruz-Cárdenas et al ., 2019; Jiang and Deng, 2011; Lo Presti et al ., 2020; Marino and Lo Presti, 2019b). However, these studies have not yet been collected and analyzed systematically.…”