International Journal of Web Based Communities (6 papers in press)

Regular Issues

• The impact of TikTok short video on GenZs platform engagement: the case of an emerging economy  
  by Thanh-Binh Phung, Thi Diep Thuy Le, Doan Viet Phuong Nguyen 
  Abstract: The rise of the TikTok platform has recently attracted researchers attention. Nevertheless, it is recognised that there is a dearth of research that examines the effects of the TikTok short video characteristics from the perspectives of media credibility and uses and gratification theory. This study is conducted to investigate the effects of TikTok endorsers, platforms, and short content characteristics on the perceived value, trust, and engagement of customers. The study analyses a sample of 311 GenZ individuals who have experience in online shopping through the TikTok platform using the PLS-SEM method with SmartPLS 4.0. The results illustrated the beneficial effects of influencer endorsement, enjoyment, and convenience on customers perceived value and trust, which subsequently influence their engagement. Ultimately, the study discusses and suggests theoretical implications for future studies and practical implications for marketing practitioners to improve short video content, such as influencer endorsement, enjoyment, convenience, as well as customers perceived value and trust, in order to increase the engagement of GenZ customers. The recommendations include the wise selection of endorsers who possess the ability to produce high-quality content and the surveillance of customer activities to ascertain their expectations and ensure their satisfaction, trust, and engagement.
  Keywords: TikTok; endorser; perceived value; engagement; trust; GenZ.
  DOI: 10.1504/IJWBC.2025.10073231
   
  
• Does technology readiness influence sustained use of social media platform? A cross-national comparison  
  by Xin Sheng Zhao, Sungjoon Yoon 
  Abstract: This study attempts to validate an extended technology readiness and technology acceptance model (TRAM), which embraces an emotional feedback measure (enjoyment) to predict the continuous use of social media platforms. In addition, this study aims to determine the differences in the factors affecting sustained use of social media platform between Chinese and Korean users. The result indicated positive technology readiness having a positive impact on five factors (performance expectancy, effort expectancy, asocial influence, facilitating conditions and enjoyment) that were hypothesised to motivate technology acceptance. In addition, the study found that three technology acceptance motivators (performance expectancy, effort expectancy, and enjoyment) significantly affect continuous use intention. Finally, the study found that positive technology readiness exerts greater significant effect on technology acceptance factors for China than Korea.
  Keywords: technology acceptance; social media platform; technology readiness; reuse intention; enjoyment; cross-national difference.
  DOI: 10.1504/IJWBC.2024.10064761
   
  
• The digital presence of law firms: a study of social media strategies employed by prestigious US law firms  
  by Sara García-Moreno, Maria Elena Aramendia-Muneta 
  Abstract: The increasing digitalisation has brought to the fore the importance of building and consolidating the digital presence of law firms on the internet. Through the analysis of different accounts on various social networks (Twitter, LinkedIn, Facebook, Instagram, YouTube, Podcast), we will study the strategy of some of the most prestigious law firms in the USA (DLA Piper, Baker McKenzie, Norton Rose Fulbright, Latham & Watkins and White & Case). This paper aims to deepen existing research on social media strategies, as well as to encourage future analysis of law firms in this area. A general tendency has been observed to show the human side of such firms as well as the different pro bono services they are engaged in. The main conclusions found that Law firms need to develop different strategies for each social network and accurately define the target audience in each network.
  Keywords: social media; law firms; marketing strategy; content; Twitter; LinkedIn; Facebook; Instagram; YouTube; Podcast; digital presence.
  DOI: 10.1504/IJWBC.2024.10064760
   
  
• The boardroom's digital footprint: exploring the impact of diversity on web-based disclosures  
  by Martin Mulyadi, Yunita Anwar 
  Abstract: This study investigates the influence of board diversity on the extent of web-based corporate disclosures within the top publicly listed corporations in Indonesia and Malaysia. Grounded in media agenda-setting theory and using multiple regression analysis, it reveals a significant but nuanced impact of board diversity on disclosure practices. The study finds that while board nationality diversity negatively impacts web-based disclosures, robust corporate governance can mitigate this effect. Conversely, the diversity of foreign educational backgrounds and board gender diversity does not significantly influence web-based disclosures. These findings underscore the importance of a nuanced understanding of board diversity and its interaction with corporate governance in shaping disclosure practices. The research contributes to corporate web disclosure theory and offers practical insights for corporations seeking to optimise their web-based disclosures.
  Keywords: board diversity; web-based corporate disclosures; media agenda setting theory.
  DOI: 10.1504/IJWBC.2024.10064762
   
  
• Polarisation, filter bubbles and radicalisation on YouTube: a systematic literature review  
  by Luis Gustavo Almeida, Ana Cristina Bicharra Garcia, Jefferson Elbert Simões 
  Abstract: Polarisation and online radicalisation pose significant threats in the modern world. YouTube, particularly its recommendation system - which drives approximately 70% of the platform's audience - has become a focal point of concern. This study presents a systematic literature review of 56 papers, addressing three core research questions to examine the extent, data collection methods, and quantification of problematic content. Our analysis identifies politics as the most polarised domain, revealing a notable convergence of polarisation and disinformation themes. We further emphasise the influential role of other social networks in spreading problematic content. The findings underscore the necessity of distinguishing between polarisation and misinformation in research methodologies, offering a comprehensive overview of the field's current state.
  Keywords: YouTube; echo chambers; filter bubbles; polarisation; radicalisation.
  DOI: 10.1504/IJWBC.2025.10069882
   
  
• Influencing factors and driving paths of user stickiness under live-streaming assistance to agriculture: a configurational analysis utilising the TOE framework  
  by Lin Wang, Chen Cui, Jiangli Zhang, Yang Zhao 
  Abstract: The spread of internet technology has sparked considerable attention towards live streaming, which holds the capacity to markedly boost agricultural product sales and, consequently, invigorate the development of rural economies. User stickiness, denoting the extent of consumer engagement with live-streaming platforms, is a crucial element in driving the inclination to purchase. The stimuli present within live-streaming environments are known to shape user stickiness; however, the specific dynamics governing this influence remain to be fully elucidated. Based on the technology-organisation-environment framework, explore cues from different actors: live-streaming platform, hosts, and consumers, to construct a configurational effect model of technological affordance, emotional labour, quasi-social interaction, flow experience, and the formation of user stickiness. We analyse a sample of 350 questionnaires using fsQCA. It is determined that user stickiness arises from the interplay of various elements, with the interactive conduct between hosts and audience members exerting a more significant influence on user stickiness.
  Keywords: live streaming of agricultural products; user stickiness; emotional labour; flow experience; quasi-social interaction; affordance; fsQCA.
  DOI: 10.1504/IJWBC.2025.10070314