Abstract:
Young adults, being digital natives are increasingly using graph icons (graphical
icons), i.e., emoticons, stickers, etc., in their daily communications, particularly
on smart mobile devices. The purpose of this study is to understand why young
adults use WhatsApp stickers. Also, the study aims to understand the
relationship between sticker usage in WhatsApp and extended-self along with
the mediating role of self-promotion and ingratiation. Based on the literature
review, a conceptual model is developed. A pilot study using the survey method
was done to test the model. A total of 35 responses were collected from young
adults in the age group of 18 to 35 years living in India. PLS-SEM was used to
analyze the data. The results indicate that sticker usage on WhatsApp by young
adults leads to the formation of extended-self, and the relationship is mediated
by self-promotion and ingratiation. The study posits that sticker usage in virtual
communication leads to extended-self. We contribute to the theory of extended self in the context of computer-mediated communication. The mediation can be
explained by drawing from impression management theory. This study can help
managers of instant messaging application companies understand sticker usage,
a competitive advantage. The use of stickers, which are unique to each
application, can be pivotal and can enhance the stickiness of the instant
messaging app. The switching cost will increase with the higher sticker usage.
