WhatsApp Business as a digital engagement tool

Factors influencing success among South African small and micro-retailers

Abstract

This study explores how South African enterprises utilise WhatsApp Business for stakeholder engagement and identifies the key factors that influence the success of these digital communication strategies, particularly in the context of the COVID-19 pandemic, which accelerated digital transformation. A qualitative phenomenological research design was employed, using semi-structured interviews with 12 retail enterprises (six micro and six small businesses) across various retail categories in South Africa’s Gauteng province. The participants were selected using heterogeneous sampling to capture diverse perspectives. The thematic analysis identified eight key factors influencing successful stakeholder engagement through WhatsApp Business: clear communication objectives; integration with complementary social media platforms; professional yet conversational messaging; consistent communication frequency; personalised interactions; strategic use of WhatsApp Business features; regular measurement of effectiveness; and leveraging the platform’s accessibility and affordability. The findings extend stakeholder theory to digital communication as a sub-discipline, demonstrating how WhatsApp Business enables small and micro-retailers to build and maintain stakeholder relationships through strategic communication. The study contributes to understanding how resource-constrained businesses can implement digital engagement strategies effectively.