Abstract:

The study examines the impact of persuasive system design principles (PSD) on continued use of WhatsApp users. A cross-sectional survey was employed to collect data from 488 participants living in Germany, the Kingdom of Saudi Arabia, the Netherlands, and Malaysia. The research has used. Findings indicate that PSD design with varying effects of its elements is a factor influencing customer loyalty regardless of cultural effects. This suggests that businesses can influence consumers globally by going beyond specific designs for local cultures and by adopting PSD principles within their design.