Abstract

SIXTO-GARCIA, José; LOPEZ-GARCIA, Xosé  and  GOMEZ DE LA FUENTE, Ma del Carmen. Instant messaging as an informative source in organizational communication: WhatsApp Business in Mexico and Spain. Comun. soc [online]. 2021, vol.18, e7679.  Epub Oct 04, 2021. ISSN 0188-252X.  https://doi.org/10.32870/cys.v2021.7679.

WhatsApp is the most used messaging service in Mexico and Spain. This research is innovative in evaluating the implementation and interaction mechanisms of WhatsApp Business, a specific version of the app that has been created for companies. From a sample made up of 200 companies, presented here is a comparative study of both countries. The results show a low level of implementation and significant deficiencies in dialogic development. Hence, the need to adapt to the usual spaces of citizen participation is identified.

Keywords : Instant messaging services; mobile marketing; WhatsApp; WhatsApp Business.

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