TY  - JOUR
AB  - 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 data analysis and hypothesis testing.Findings The authors found that immediate feedback and personal focus are the main aspects of media richness that are positively related to social presence, relatedness need satisfaction and user loyalty to MIM.Originality/value This is the first study using two pertinent theories to explain how aspects of media richness affect user loyalty to MIM. The present findings suggest that firms developing MIM apps focus on immediate feedback and personal focus as effective means to encourage user loyalty.
VL  - 119
IS  - 6
SN  - 0263-5577
DO  - 10.1108/IMDS-09-2018-0415
UR  - https://doi.org/10.1108/IMDS-09-2018-0415
AU  - Tseng Fan-Chen
AU  - Cheng T.C.E.
AU  - Yu Pei-Ling
AU  - Huang Tzu-Ling
AU  - Teng Ching-I.
PY  - 2019
Y1  - 2019/01/01
TI  - Media richness, social presence and loyalty to mobile instant messaging
T2  - Industrial Management & Data Systems
PB  - Emerald Publishing Limited
SP  - 1357
EP  - 1373
Y2  - 2024/04/26
ER  -