Title: The paradigm of WhatsApp campaign management: breaking the vicious cycle of traditional campaigns
Author: P. Theerthaana
Address: MBA Department, College of Engineering, Guindy, Anna University, Chennai, India
Abstract: Despite the increasing popularity of WhatsApp campaigning, factors critical to such a new communication medium remain largely unknown. This paper examines the critical factors to enhance the response rate in WhatsApp campaign. Much research has already examined the intentions of consumer's responses in online campaigns; however, there is no united point of view concerning the factors conditioning customer response rate in WhatsApp campaigning, and means of its assessment and determination. The aim of the paper is to create a theoretical model of enhancing response rate in WhatsApp campaigns. The empirical research results showed that there is a statistically significant positive correlation between factors identified in the theoretical model: and response rate in WhatsApp campaigns.
Keywords: campaign management; WhatsApp marketing; viral marketing message; social media marketing.
Int. J. of Internet Marketing and Advertising, 2018 Vol.12, No.2, pp.138 - 158
Date of acceptance: 21 Jun 2017
Available online: 13 Mar 2018