{"title":"Technological Usability in Mobile Networks: Gratifications and Risks Related to Using Whatsapp","authors":"E. J. M. Arruda Filho, Naiara Silva Ferreira","doi":"10.1080/15332969.2021.1953724","DOIUrl":null,"url":null,"abstract":"Abstract This study focuses on the preferences that motivate users to join different social networks analyzing the benefits that enhance the acceptance and usability of alternative social tools. WhatsApp was selected as the object of study which a qualitative research was conducted in two stages: (1) netnographic approach and (2) in-depth interviews. The results describe the usability of mobile virtual networks, concerning technological multifunctionality, which impacts the process of choosing the technology. In addition, perceptions of risk and gratifications are discussed, with risks including procrastination and privacy concerns, and gratifications including entertainment, social interaction, and relationship-building with the WhatsApp usage.","PeriodicalId":35539,"journal":{"name":"Services Marketing Quarterly","volume":"42 1","pages":"141 - 161"},"PeriodicalIF":0.0000,"publicationDate":"2021-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Services Marketing Quarterly","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332969.2021.1953724","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 2
Abstract
Abstract This study focuses on the preferences that motivate users to join different social networks analyzing the benefits that enhance the acceptance and usability of alternative social tools. WhatsApp was selected as the object of study which a qualitative research was conducted in two stages: (1) netnographic approach and (2) in-depth interviews. The results describe the usability of mobile virtual networks, concerning technological multifunctionality, which impacts the process of choosing the technology. In addition, perceptions of risk and gratifications are discussed, with risks including procrastination and privacy concerns, and gratifications including entertainment, social interaction, and relationship-building with the WhatsApp usage.
Services Marketing QuarterlyBusiness, Management and Accounting-Business, Management and Accounting (miscellaneous)
CiteScore
2.40
自引率
0.00%
发文量
6
期刊介绍：
Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.
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