Consumer value creation through WhatsApp use: A qualitative multimethod approach in a Latin American scenario

The purpose of this paper is to understand in-depth how consumers create value in their lives using WhatsApp, the leading mobile instant messaging (MIM) application. Design/methodology/approach: The study adopts the perspective of customer-dominant logic (CDL) and uses a qualitative multimethod desi...

• Main Author: Cruz-Cárdenas, Jorge (author)
• Other Authors: Guadalupe-Lanas, Jorge (author), Zabelina, Ekaterina (author), Palacio-Fierro, Andrés (author), Velin, Margarita (author), Staniewski, Marcin (author)
• Format: article
• Language: eng
• Published: 2019
• Online Access: https://www.emerald.com/insight/content/doi/10.1108/ARLA-02-2019-0044/full/html; https://hdl.handle.net/20.500.14809/3060