ABSTRACT The aim of this paper is to evaluate the use of mobile instant messaging (MIM) apps from the perspective of the user. The objective is to verify what is the perceived usefulness, perceived value of use and usability of this new channel of communication utilized with customers and to verify if there are premises for considering instant messaging services as a new platform for customer engagement. Drawing from the Technology Acceptance Model, this study tests the consumers’ perception of the use of mobile services with organizations. Data was made available for analysis from an online survey of 470 respondents. Results show that customers see MIM apps as an effective tool for customer care. Moreover, interaction through MIM apps adds value to the customer-brand relationship. MIM apps used as support to the relationship with customers can contribute to customer care, revealing it to be an excellent marketing tool in support of the customer journey. This research extends the understanding of customer engagement in the ambit of the instant messaging application used for business that so far has not been investigated. This work shows how instant messaging can optimize the benefits deriving from the adoption of disruptive innovations.

中文翻译：

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客户参与的破坏性营销传播。移动即时通讯的新前沿

摘要 本文的目的是从用户的角度评估移动即时消息 (MIM) 应用程序的使用。目的是验证这种与客户使用的新通信渠道的感知有用性、感知使用价值和可用性是什么，并验证是否存在将即时消息服务视为客户参与的新平台的前提。本研究借鉴技术接受模型，测试消费者对组织使用移动服务的看法。对 470 名受访者的在线调查提供了数据以供分析。结果表明，客户将 MIM 应用程序视为客户服务的有效工具。此外，通过 MIM 应用程序进行的交互为客户-品牌关系增加了价值。用作支持与客户关系的 MIM 应用程序可以促进客户关怀，表明它是支持客户旅程的出色营销工具。这项研究扩展了对客户参与度的理解，了解目前尚未研究的用于业务的即时消息应用程序的范围。这项工作展示了即时消息如何优化采用颠覆性创新带来的好处。