The Impact of Using WhatsApp Business (API) in Marketing for Small Business

Hassan Mustafa; Khawlah M. Al-Tkhayneh; Roohi Imtiaz; Samer Abdel Hadi; Reema Al Qaruty; Reneh Abokhoza; Ziyad Kamel Ellala

doi:10.1109/SNAMS60348.2023.10375419

The Impact of Using WhatsApp Business (API) in Marketing for Small Business

Hassan Mustafa, Khawlah M. Al-Tkhayneh, Roohi Imtiaz, Samer Abdel Hadi, Reema Al Qaruty, Reneh Abokhoza, Ziyad Kamel Ellala

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

In the evolving digital landscape and social media, leveraging communication platforms for marketing has become pivotal for small businesses. This research paper explores the impact of using the WhatsApp Business API in marketing endeavors tailored for small enterprises. The study employs a mixed-method approach, incorporating both qualitative interviews with small business owners and quantitative data analysis of marketing outcomes. Preliminary findings suggest that the WhatsApp Business API significantly enhances customer engagement, streamlines business operations, and contributes to improved sales conversion rates. The platform's direct messaging feature fosters personalized customer interactions, leading to increased trust and brand loyalty. Additionally, the paper delves into the challenges faced by small businesses in integrating this tool, including concerns related to data privacy and the potential for customer fatigue. Recommendations are provided on optimizing the use of the WhatsApp Business API, emphasizing the importance of maintaining authentic customer interactions and adhering to positive marketing practices. This study underscores the potential of WhatsApp Business API as a transformative tool for small businesses in the digital age, while also highlighting the need for strategic and responsible implementation.

Original language	English
Title of host publication	International Conference on Social Networks Analysis, Management and Security (SNAMS)
Publisher	Institute of Electrical and Electronics Engineers Inc.
Number of pages	9
ISBN (Electronic)	9798350318906
ISBN (Print)	9798350318906
DOIs	https://doi.org/10.1109/SNAMS60348.2023.10375419
Publication status	Published - 2 Jan 2024
Event	10th International Conference on Social Networks Analysis, Management and Security, SNAMS 2023 - Abu Dhabi, United Arab Emirates Duration: 21 Nov 2023 → 24 Nov 2023

Publication series

Name	2023 Tenth International Conference on Social Networks Analysis, Management and Security (SNAMS)

Conference

Conference	10th International Conference on Social Networks Analysis, Management and Security, SNAMS 2023
Country/Territory	United Arab Emirates
City	Abu Dhabi
Period	21/11/23 → 24/11/23

Bibliographical note

Publisher Copyright:
© 2023 IEEE.

Access to Document

10.1109/SNAMS60348.2023.10375419Licence: Unspecified

Cite this

Mustafa, H., Al-Tkhayneh, K. M., Imtiaz, R., Hadi, S. A., Qaruty, R. A., Abokhoza, R., & Ellala, Z. K. (2024). The Impact of Using WhatsApp Business (API) in Marketing for Small Business. In International Conference on Social Networks Analysis, Management and Security (SNAMS) (2023 Tenth International Conference on Social Networks Analysis, Management and Security (SNAMS)). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/SNAMS60348.2023.10375419

Mustafa, Hassan ; Al-Tkhayneh, Khawlah M. ; Imtiaz, Roohi et al. / The Impact of Using WhatsApp Business (API) in Marketing for Small Business. International Conference on Social Networks Analysis, Management and Security (SNAMS). Institute of Electrical and Electronics Engineers Inc., 2024. (2023 Tenth International Conference on Social Networks Analysis, Management and Security (SNAMS)).

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Mustafa, H, Al-Tkhayneh, KM, Imtiaz, R, Hadi, SA, Qaruty, RA, Abokhoza, R & Ellala, ZK 2024, The Impact of Using WhatsApp Business (API) in Marketing for Small Business. in International Conference on Social Networks Analysis, Management and Security (SNAMS). 2023 Tenth International Conference on Social Networks Analysis, Management and Security (SNAMS), Institute of Electrical and Electronics Engineers Inc., 10th International Conference on Social Networks Analysis, Management and Security, SNAMS 2023, Abu Dhabi, United Arab Emirates, 21/11/23. https://doi.org/10.1109/SNAMS60348.2023.10375419

The Impact of Using WhatsApp Business (API) in Marketing for Small Business. / Mustafa, Hassan; Al-Tkhayneh, Khawlah M.; Imtiaz, Roohi et al.
International Conference on Social Networks Analysis, Management and Security (SNAMS). Institute of Electrical and Electronics Engineers Inc., 2024. (2023 Tenth International Conference on Social Networks Analysis, Management and Security (SNAMS)).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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AU - Al-Tkhayneh, Khawlah M.

AU - Imtiaz, Roohi

AU - Hadi, Samer Abdel

AU - Qaruty, Reema Al

AU - Abokhoza, Reneh

AU - Ellala, Ziyad Kamel

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AB - In the evolving digital landscape and social media, leveraging communication platforms for marketing has become pivotal for small businesses. This research paper explores the impact of using the WhatsApp Business API in marketing endeavors tailored for small enterprises. The study employs a mixed-method approach, incorporating both qualitative interviews with small business owners and quantitative data analysis of marketing outcomes. Preliminary findings suggest that the WhatsApp Business API significantly enhances customer engagement, streamlines business operations, and contributes to improved sales conversion rates. The platform's direct messaging feature fosters personalized customer interactions, leading to increased trust and brand loyalty. Additionally, the paper delves into the challenges faced by small businesses in integrating this tool, including concerns related to data privacy and the potential for customer fatigue. Recommendations are provided on optimizing the use of the WhatsApp Business API, emphasizing the importance of maintaining authentic customer interactions and adhering to positive marketing practices. This study underscores the potential of WhatsApp Business API as a transformative tool for small businesses in the digital age, while also highlighting the need for strategic and responsible implementation.

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Mustafa H, Al-Tkhayneh KM, Imtiaz R, Hadi SA, Qaruty RA, Abokhoza R et al. The Impact of Using WhatsApp Business (API) in Marketing for Small Business. In International Conference on Social Networks Analysis, Management and Security (SNAMS). Institute of Electrical and Electronics Engineers Inc. 2024. (2023 Tenth International Conference on Social Networks Analysis, Management and Security (SNAMS)). doi: 10.1109/SNAMS60348.2023.10375419

The Impact of Using WhatsApp Business (API) in Marketing for Small Business

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