Lens Application of Social Construction Theory and Social Influence Theory to Examine the Factors of WhatsApp Usage as an Organizational Communication Medium

Social Construction Theory assumes that the development of communication technology in the organization causes the organization's staff to share meanings and actions responding to the technology. Meanwhile, the Theory of Social Influence explains the impact of new technology applications such as social media usage affects the environment. These theories emphasise that social media such as WhatsApp has taken over traditional communication and become one of the primary communication channels in the organization. Accordingly, based on the assumptions found in both theories, this study was conducted to identify the determinants of WhatsApp acceptance as a medium of interaction between staff in an organization. Specifically, this study applies a qualitative method to examine WhatsApp usage as a medium of interaction. Data were obtained through in-depth interviews with the middle-level management staff at a public university. All informants were the staff members who have served the university for more than five years and have used WhatsApp for work-related matters. The interview transcription was analysed using the thematic analysis based on the assumptions of both theories. The research finding shows that the combination of both theories were able to explain the factor of WhatsApp usage and its implications among the staff in the organization. Therefore, this study has contributed towards the strengthening of the assumptions found in the Theory of Social Construction that is interpretive flexibility, tolerance, socio-cultural and stability, and also in the Theory of Social Influence which is compliance, identification, and internalization. In addition, this study has also contributed to studies related to communication technology usage and strengthening the theories related to these aspects. Keywords: Social media, WhatsApp, qualitative study, social construction theory, social influence theory.

Merging the Social Influence Theory and the Goal-Framing Theory to Understand Consumers’ Green Purchasing Behavior: Does the Level of Sensitivity to Climate Change Really Matter?

This study explored the formation of consumers’ green purchasing behavior (GPB) and investigated the moderating effect of sensitivity to climate change (SCC) to address this current knowledge gap. An integrated model merging the Social Influence Theory and the Goal-framing Theory was developed with the Stimulus-Organism-Response (S-O-R) paradigm. An empirical study was conducted, surveying 583 respondents and analyzing the questionnaire results using structural equation modeling. The results show that media, family, and peer influence (PEI) can effectively activate the consumers’ goal frames. Hedonic and normative goals had significant positive influences on GPB, while gain goals had no significant effect. SCC was found to significantly moderate social influence on GPB through the consumers’ goal frames. This research provided strong empirical support on understanding the relationship between social influence and GPB through three goal frames. In addition, the potential differences of the GPB formation process in two subgroups (high SCC and low SCC) are also investigated. The results of this study can help green practitioners develop more effective marketing strategies and incentives targeted to consumers with varying levels of environmental consciousness or sensitivity.

Analysis on Marketing Strategies and Consumer Behavior during Online Shopping Carnival in China

As online shopping carnivals held by giant e-commerce platforms have achieved huge commercial success in terms of both, profit scales and brand building, the marketing strategies that the companies have adopted to promote their ideas and so swiftly influence consumer behavior have attracted wide attention. This article will first begin with the introduction on the phenomenon of online shopping carnival in China especially, the largest one which is the “Double Eleven” Global Online Shopping Carnival where there will be a brief discussion on its nature, history, scale, and huge influence on the Chinese society. Then, the discussion will be focused on the marketing secrets of its contagiousness and the reasons why everyone talks about it from three dimensions whereby it provides social currency, it is of practical value, and it evokes emotions. An analysis will then be done on the marketing contributors to its high sales volume of “Why people are participating?” with purchase motivation theory, social influence theory (SIT), and conformity theory. Finally, the passage will explore the definition of impulse buying as well as its impacting factors in online shopping experiences, and then explain the high incidence of this phenomenon during carnivals from two dimensions which include the low-price strategy and the stimulation from shopping environment. This article aims to help people understand online shopping and shopping carnivals better while the tips of promotion strategies and analysis on consumer behavior would provide a referential value for companies that are interested to raise certain brands’ publicity in addition to attract more consumers.

Why customers have the intention to reuse food delivery apps: evidence from China

PurposeFood delivery apps (FDA) have been widely adopted by customers in online-to-offline (O2O) catering businesses. This study aims to explore the mechanism regarding the stickiness of FDA and indicates why customers have the intention to reuse them.Design/methodology/approachA research model was developed based on the e-commerce system successful model (ECSS model) and social influence theory. Using the data collected from 312 customers who have FDA usage experience via an online survey, the established model was empirically assessed by partial least squares based structural equation model.FindingsThe results show that factors including information quality, ease of use, convenience and various choices perceived by FDA users are significant antecedents of customer satisfaction and perceived value, which in turn positively influence customers' intention to reuse. Besides, informational social influence and normative social influence play important roles in directly or indirectly affecting customers' intention to reuse.Originality/valueThis study extends the e-commerce system success model and enriches the literature regarding stickiness of FDA. Besides, the understanding of social influence in FDA usage has been deepened by addressing its role in the ECSS model based on the features and contexts of such apps.

Differential effects of online signals on sales performance of local brand clothing products

PurposeBusinesses need to make quick decisions and adjustments to fulfill the growing online demand. Previous studies examined various factors affecting the online sales performance of products such as books, electronics and movies; however, they paid limited attention toward the local brand clothing products. The current study investigates the importance of different kinds of seller-generated and consumer-generated signals such as price, discount, product ratings, review volume, review sentiment, number of questions and interaction between some of these factors for predicting the sales performance of clothing products.Design/methodology/approachThe multiple linear regressions has been employed to investigate the influence of various predictor variables on sales performance. The study also examines the importance of these predictor variables by using different machine learning models, including random forest (RF), neural networks and support vector regression (SVR).FindingsThe findings of the study emphasize the importance of price and discount rates offered on the product. The quantitative characteristics of reviews, such as review volume and average rating, have been found to be more important predictors than sentiment strengths. However, the sentiment strength of reviews with higher helpfulness scores plays a significant role in predicting sales performance.Originality/valueThe study highlights the varying importance of seller-based and consumer-based signals in predicting sales performance. It also investigates the interaction effect of these two kinds of signals. The consumer-generated signals have been further divided into two components based on social influence theory, and the interaction effects of these components have also been examined.

The Influence of Sentiment Orientation in Open Innovation Communities: Empirical Evidence from a Business Analytics Community

This study aims to investigate the influence of presentation and sentiment orientation of user-generated ideas and reviews on idea adoption in open innovation communities (OICs). Drawing on the social influence theory, this study develops a research model that divides idea components into informational and normative determinants. The sentiment orientation of the idea title, description, and associated reviews is determined using a lexicon-based sentiment analysis approach. The research model is empirically tested using logistic regression analysis based on a dataset from the Microsoft community for business analytics products. The results reveal that the sentiment orientation of idea title has a negative influence on idea adoption, whilst the sentiment orientation of description has no influence on idea adoption. The sentiment orientation of the associated reviews has a positive influence on idea adoption, and this influence is moderated by the number of reviews. In addition, both idea title length and description length have a positive influence on idea adoption. These results offer several theoretical and practical implications and should therefore contribute to a better understanding of how user-generated ideas can be leveraged to drive innovation development and sustainability in OICs.

Assessing restaurant review helpfulness through big data: dual-process and social influence theory

Purpose This study aims to uncover how heuristic information cues (HIC) and systematic information cues (SIC) of online reviews influence review helpfulness and examine a moderating role of social influence in the process of assessing review helpfulness. In particular, this study conceptualizes a theoretical framework based on dual-process and social influence theory (SIT) and empirically tests the proposed hypotheses by analyzing a broad set of actual customer review data. Design/methodology/approach For 4,177,377 online reviews posted on Yelp.com from 2004 to 2018, this study used data mining and text analysis to extract independent variables. Zero-inflated negative binomial regression analysis was conducted to test the hypothesized model. Findings The present study demonstrates that both HIC and SIC have a significant relationship with review helpfulness. Normative social influence cue (NSIC) strengthened the relationship between HIC and review helpfulness. However, the moderating effect of NSIC was not valid in the relationship between SIC and review helpfulness. Originality/value This study contributes to the extant research on review helpfulness by providing a conceptual framework underpinned by dual-process theory and SIT. The study not only identifies determinants of review helpfulness but also reveals how social influences can impact individuals’ judgment on review helpfulness. By offering a state-of-the-art analysis with a vast amount of online reviews, this study contributes to the methodological improvement of further empirical research.

Examining online health community users’ sharing behaviour: A social influence perspective

Online health communities (OHC) provide a platform for users to exchange health-related information and seek emotional support. However, users often lack the intention to share their knowledge, which may lead to the failure of OHC. Drawing on the social influence theory, this research examined OHC users’ sharing behaviour. The results indicated that users’ sharing intention is influenced by three social influence factors, which include subjective norm, social identity and group norm. In addition, social support and privacy concern have effects on these three social influence factors. The results imply that OHC need to leverage social influence in order to facilitate users’ sharing behaviour.

Understanding Users' Contributions in Open Source Software Communities

User contributions are crucial to the success of open source software (OSS) communities. As users conduct frequent interactions between each other, their contribution behaviour may receive the social influence from other members. Drawing on the social influence theory, this research examined user contributions in OSS communities. The results indicated that contribution intention is significantly affected by social identity, which includes cognitive, affective and evaluative identity. In addition, the researchers found that the subjective norm has a negative effect on contribution intention. The results imply that service providers need to enhance user identification with the community in order to facilitate their contribution in OSS communities.