Instant messaging as an informative source in organizational communication: WhatsApp Business in Mexico and Spain
WhatsApp is the most used messaging platform in Mexico and in Spain. The application has developed a specific version for companies, WhatsApp Business. This research is a pioneer in evaluating its implementation and interaction mechanisms. Based on a sample of 200 companies, the results present a co...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2021 |
| País: | México |
| Institución: | UNIVERSIDAD DE GUADALAJARA |
| Repositorio: | Comunicación y Sociedad |
| Idioma: | español inglés |
| OAI Identifier: | oai:comunicacionysociedad.cucsh.udg.mx:article/7679 |
| Acceso en línea: | https://www.comunicacionysociedad.cucsh.udg.mx/index.php/comsoc/article/view/e7679 |
| Access Level: | acceso abierto |
| Palabra clave: | Servicios de mensajería instantánea Marketing móvil WhatsApp Business Instant messaging services Mobile marketing |
| Sumario: | WhatsApp is the most used messaging platform in Mexico and in Spain. The application has developed a specific version for companies, WhatsApp Business. This research is a pioneer in evaluating its implementation and interaction mechanisms. Based on a sample of 200 companies, the results present a comparative study between the two countries. The conclusions point to a low level of implementation and significant deficiencies in dialogic development, so the need to adapt to the usual spaces of citizen participation is diagnosed. |
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