International Journal of Web Based Communities (5 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
   
  
• Virtual empowerment: enhancing inclusivity and well-being for individuals with functional limitations in the metaverse  
  by Maria Kalyvaki, Kyle Nash, Heather Mcintosh 
  Abstract: This paper explores the transformative potential of the metaverse for individuals with disabilities and older adults, focusing on its ability to enhance social inclusion, cognitive development, and therapeutic interventions. The study reviews existing academic literature and incorporates qualitative insights from interviews with residents of Second Life, one of the earliest virtual worlds. The findings highlight the psychological benefits of using avatars to transcend physical and cognitive limitations, allowing users to engage in activities and social interactions that may be restricted in the physical world. The paper also discusses the challenges of accessibility, usability, and potential overuse in virtual environments, offering recommendations for creating more inclusive and supportive digital spaces for people with diverse needs.
  Keywords: metaverse; virtual reality; disabilities; elderly; second life; avatars; inclusivity.
  DOI: 10.1504/IJWBC.2025.10073561
   
  
• The role of online communities in advancing womens economic empowerment in Indonesia  
  by Nindyta Aisyah Dwityas, H.I. Wahyuni, S. Andarwati 
  Abstract: This study investigates the role of two prominent online communities - Komunitas Ibu-Ibu Canggih and Komunitas Ibu Profesional - in advancing women's empowerment in Indonesia. Using a qualitative case study approach, the research explores how these platforms support personal growth, economic autonomy, and community engagement. Drawing on theories of social capital and networked individualism, the study illustrates how digital spaces serve as flexible, supportive environments where women build entrepreneurial skills, navigate domestic responsibilities, and access diverse networks. The findings highlight how these communities act as transformative platforms, enabling women to share knowledge, develop skills, and pursue income-generating opportunities. Strategic recommendations are offered to expand access and amplify their impact.
  Keywords: online communities; women’s empowerment; social capital; digital entrepreneurship; networked individualism; Indonesia; online learning.
  DOI: 10.1504/IJWBC.2026.10076687
   
  
• Impact of influencer marketing on the purchase decision process of fashion products  
  by Sara Patrício, Bráulio Alturas 
  Abstract: Today, it is common for brands to adopt influencer marketing strategies; whereby digital influencers promote their products or services by sharing their recommendations on on-line social networks. The purpose of this research was to understand the impact of influencer marketing on the purchasing decision process of fashion consumers in Portugal. A literature review was carried out, which allowed research hypotheses to be established, and a survey was conducted with 137 participants. Once the data had been collected and duly organised, a quantitative analysis was carried out to test the hypotheses. Data analysis led to the conclusion that all stages of the fashion consumers purchasing decision process are positively impacted by influencer marketing, except for the advocacy stage. It was concluded that consumers consider digital influencers to be a credible source of recommendation for fashion items - factors such as expertise, attractiveness, and trust contribute to their credibility.
  Keywords: social media; digital influencer; online social networks; purchase decision process; influencer marketing; fashion.
  DOI: 10.1504/IJWBC.2026.10080096
   
  
• A method for evaluating the credibility of online public opinion based on ERNIE and SHAP  
  by Xijing Zhang, Zhongjie Shen 
  Abstract: The current assessment of the credibility of online public opinions has low accuracy and interpretability. To address this issue, the research proposes a new model for online public opinion assessment. The research adopts text segmentation strategies and model compression techniques to enhance the model's ability to handle long texts. Monte Carlo sampling is introduced to replace Shapley value calculation, and feature grouping and embedding techniques are combined to analyse the complex interaction relationships among features. Experimental results show that the classification accuracy of this model is 97.39%. The average response time is 27.98 milliseconds, and the CPU occupancy rate is 29.78%. In practical applications, the F1 value and the area under the curve of the new model are 0.91 and 0.93 respectively. The model can maintain a fast response time with low computational resource consumption and accurately assess the authenticity of online public opinions.
  Keywords: online public opinion; credibility assessment; Shapley additive interpretation; text segmentation strategy; Monte Carlo sampling.