What motivates users to keep WhatsApp statuses: a scale development study

Purpose Despite the immense popularity of WhatsApp, there needs to be more reliable and valid scales for identifying and measuring users' motivation behind frequent WhatsApp status updates. This study explores the underlying motivations of users in updating their WhatsApp statuses and develops a scale to measure them. Design/methodology/approach Following a mixed-method research design, data were obtained from WhatsApp users in India. The current research furnishes results from five studies, involving both qualitative and quantitative approaches. Findings The results uncover seven unique motivations of users for keeping WhatsApp status, namely: social good, attention seeking, social relations, expressing views, life updates, inspiration and entertainment. Additionally, the empirical findings demonstrate the effects of the above dimensions on the positive and negative emotions of users. Originality/value This research is a pioneering effort in developing and validating a scale on WhatsApp status motivation construct. Key managerial and scholarly implications of the findings arising from this research are also discussed.