Media richness, social presence and loyalty to mobile instant messaging

Volume: 119, Issue: 6, Pages: 1357 - 1373
Published: Jul 8, 2019
Abstract
Purpose Mobile instant messaging (MIM) apps could provide rich and instant information in employees’ communication. However, how media richness impacts MIM user loyalty is unknown. The purpose of this paper is to adopt media richness and social presence theories as theoretical foundations to address this insufficiency. Design/methodology/approach Collecting 247 responses from an online survey, the authors use structural equation modelling for...
Paper Details
Title
Media richness, social presence and loyalty to mobile instant messaging
Published Date
Jul 8, 2019
Volume
119
Issue
6
Pages
1357 - 1373
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