Mobile messenger application: Sharing, rating and engagement in global social commerce
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...
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| Format: | Article |
| Language: | English |
| Published: |
Lectito
2016
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/1036/ http://eprints.sunway.edu.my/1036/1/Lee%20Cheng%20Ean%20Mobile%20Messenger%20Application%20SMT_2016.2.pdf |
| _version_ | 1848801946482245632 |
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| author | Lee, Cheng Ean Catherine * Teh, Phoey Lee * |
| author_facet | Lee, Cheng Ean Catherine * Teh, Phoey Lee * |
| author_sort | Lee, Cheng Ean Catherine * |
| building | SU Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T21:15:32Z |
| format | Article |
| id | sunway-1036 |
| institution | Sunway University |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:15:32Z |
| publishDate | 2016 |
| publisher | Lectito |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | sunway-10362023-08-07T07:42:50Z http://eprints.sunway.edu.my/1036/ Mobile messenger application: Sharing, rating and engagement in global social commerce Lee, Cheng Ean Catherine * Teh, Phoey Lee * HF Commerce QA75 Electronic computers. Computer science 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. Lectito 2016-08-08 Article PeerReviewed text en cc_by_nc_4 http://eprints.sunway.edu.my/1036/1/Lee%20Cheng%20Ean%20Mobile%20Messenger%20Application%20SMT_2016.2.pdf 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 doi: 10.20897/lectito.201642 |
| spellingShingle | HF Commerce QA75 Electronic computers. Computer science Lee, Cheng Ean Catherine * Teh, Phoey Lee * Mobile messenger application: Sharing, rating and engagement in global social commerce |
| title | Mobile messenger application: Sharing, rating and engagement in global social commerce |
| title_full | Mobile messenger application: Sharing, rating and engagement in global social commerce |
| title_fullStr | Mobile messenger application: Sharing, rating and engagement in global social commerce |
| title_full_unstemmed | Mobile messenger application: Sharing, rating and engagement in global social commerce |
| title_short | Mobile messenger application: Sharing, rating and engagement in global social commerce |
| title_sort | mobile messenger application: sharing, rating and engagement in global social commerce |
| topic | HF Commerce QA75 Electronic computers. Computer science |
| url | http://eprints.sunway.edu.my/1036/ http://eprints.sunway.edu.my/1036/ http://eprints.sunway.edu.my/1036/1/Lee%20Cheng%20Ean%20Mobile%20Messenger%20Application%20SMT_2016.2.pdf |