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WhatsApp! Does Culture Matter to Persuasive System Design and Brand Loyalty?

Author

Listed:
  • Serri Faisal

    (Department of Business Information Technology, Emirates College of Technology, Abu Dhabi 51133, United Arab Emirates)

  • Kamaal Allil

    (Department of Marketing and Entrepreneurship, College of Commerce and Business Administration, Dhofar University, Salalah P.O. Box 2509, Oman)

  • Nor Aziati Abdul Hamid

    (Faculty of Technology Management and Business, Universiti Tun Hussein Onn Malaysia, Batu Pahat 86400, Malaysia)

  • Nor Hazana Abdullah

    (Faculty of Technology Management and Business, Universiti Tun Hussein Onn Malaysia, Batu Pahat 86400, Malaysia)

Abstract

The traditional paradigm prioritizes local culture in application design; however, popular applications with persuasive systems design (PSD) like WhatsApp appeal to a global audience beyond local cultural attributes. The purpose of this study is to test the moderating role of Hofstede’s cultural dimensions on PSD and the relationship to loyalty in the context of WhatsApp. By employing an online survey, data were collected from the Netherlands, Germany, KSA, and Malaysia (N = 488). Using regression moderation analyses, the hypotheses were tested. Findings suggest that only two cultural dimensions, namely power distance and individualism, have a moderating role: power distance in Germany, and individualism in both KSA and Malaysia. This implies that managers must consider the possible influence of some cultural dimensions on loyalty. The study contributes to the literature by focusing on smartphone apps in countries with varying cross-cultural dimensions scores and utilizing the user’s perspective instead of the designer’s perspective.

Suggested Citation

  • Serri Faisal & Kamaal Allil & Nor Aziati Abdul Hamid & Nor Hazana Abdullah, 2021. "WhatsApp! Does Culture Matter to Persuasive System Design and Brand Loyalty?," Sustainability, MDPI, vol. 13(11), pages 1-20, May.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:11:p:5800-:d:559557
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    References listed on IDEAS

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    1. Geert Hofstede, 2010. "The GLOBE debate: Back to relevance," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 41(8), pages 1339-1346, October.
    2. Jengchung Victor Chen & David C. Yen & Wannasri Pornpriphet & Andree E. Widjaja, 2015. "E-commerce web site loyalty: A cross cultural comparison," Information Systems Frontiers, Springer, vol. 17(6), pages 1283-1299, December.
    3. Lai, Fujun & Griffin, Mitch & Babin, Barry J., 2009. "How quality, value, image, and satisfaction create loyalty at a Chinese telecom," Journal of Business Research, Elsevier, vol. 62(10), pages 980-986, October.
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