Understanding Nature of Social Media Usage by Mobile Wallets Service Providers -An Exploration through SPIN Framework

Mobile wallets companies are promoting their offers on Twitter. Twitter is being used by these companies for both customer acquisition, relationship management and for promotion. Their promotions on Twitter are being shared and liked by many Twitter users, which is expected to lead to the popularity of thepromotional offers. Nowadays, companies are maintaining two types of Twitter handles, one for customer queries and another for promotions. This study tries to investigate the dynamics of virality of the mobile wallets promotional offers made in these Twitter handles through theSPINframework.For this study timeline data of top five mobile wallet companies Paytm, MobiKwik, Freecharge, Oxigen Wallet and Citrus Pay were extracted from their Twitter screen.This study reveals Paytm promotions are getting more viral in comparisons to other mobile wallets companies, this may be due to the 3,16,689 followers Paytm has in Twitter or usage of the “#PaytmKaro” in most of their promotional offers. Our research showcase paytm jargon “Paytmkaro”is playing a great role in connecting communities in the virtual world whereas other mobile wallet companies are trying hard for it especially Freecharge but the results are not coming great. Our analysis highlights that the missing linkages are probably due to challenges in maintaining the integration and nexus among the content, although on spreadability and propagativity parameters, performance appears to be good for these companies.