Examining Adoption and Effectiveness of WhatsApp as a Marketing Tool: An Example of an Austrian Fitness and Health Center
DOI:
https://doi.org/10.54099/ijdms.v2i2.1407Keywords:
WhatsApp , conversational marketing, commerce,, user acceptanceAbstract
This study explores the factors influencing user acceptance and intention to use WhatsApp as a business-to-consumer (B2C) communication and marketing tool in the fitness industry, using an Austrian fitness center as a case study. Given WhatsApp's growing commercial relevance, understanding customer interaction determinants is crucial. Despite the overall growth of the fitness sector, businesses face challenges that necessitate innovative communication strategies. Grounded in the Technology Acceptance Model, the Theory of Planned Behavior, and the Theory of Reasoned Action, this research identifies twelve key acceptance factors. A quantitative deductive approach was applied, and survey data were analyzed using multiple linear regression. The findings reveal that perceived value, attitude towards use, and perceived ease of use significantly influence the intention to use WhatsApp. Additionally, perceived usefulness correlates positively with perceived ease of use and the perceived informational and entertainment value. These insights highlight WhatsApp's potential as a marketing and communication tool in the fitness industry. The study offers a foundation for further research and provides practical implications for optimizing business performance through targeted marketing and customer engagement strategies.
References
Agrawal, S. R. (2021). Adoption of WhatsApp for strengthening internal CRM through social network analysis. Journal of Relationship Marketing, 20(4), 261–281.
Agrawal, S. R., & Mittal, D. (2019). Constructive usage of WhatsApp in education sector for strengthening relations. International Journal of Educational Management, 33(5), 954–964. https://doi.org/10.1108/IJEM-07-2018-0205
Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. I., & Mohd Shuib, N. L. (2015). Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management & Data Systems, 115(3), 570–588. https://doi.org/10.1108/IMDS-07-2014-0205
Aityan, S. K. (2022). Business research methodology: Research process and methods. Springer Nature.
Ajzen, I. (1980). Understanding attitudes and predicting social behavior. Prentice-Hall.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Altpeter, M. (2017). Akzeptanz von Beacons für Location-based Advertising. Springer Fachmedien Wiesbaden.
Asmayanti, Syam, A., Sikar, M. A., Mamma, B. B., Sudarmi, & Oktaviyah, N. (2022). WhatsApp Business Application as a Digital Marketing Strategy of UMKM. International Conference on Social, Economics, Business, and Education (ICSEBE 2021), 1–10. https://doi.org/10.2991/aebmr.k.220107.022
Bameyi, O. J., Misra, S., Idachaba, F., & Oluranti, J. (2021). End-to-end security in communication networks: A review. In Innovations in Bio-Inspired Computing and Applications (pp. 492–505). Springer.
Bauer, H. H., Reichardt, T., & Neumann, M. M. (2005). Bestimmungsfaktoren der konsumentenseitigen Akzeptanz von Mobile Marketing. Der Markt, 44(2), 59–71.
Begam, M. S. (2020). Analysed view of factors that determine the marketing of small sized enterprises by WhatsApp marketing. Editorial Board, 9(5), 62–70.
Beeton, S. (2005). The case study in tourism research: A multi-method case study approach. In Tourism research methods: Integrating theory with practice (pp. 37–48). CABI.
Ceci, L. (2023). Monthly global unique WhatsApp users 2020–2023. Statista. https://www.statista.com/statistics/1306022/whatsapp-global-unique-users/
Charoensereechai, C., Nurittamont, W., Phayaphrom, B., & Siripipatthanakul, S. (2022). Understanding the effect of social media advertising values on online purchase intention: A case of Bangkok, Thailand. Asian Administration & Management Review, 5(2), 1–15.
Chaouali, W. (2016). Once a user, always a user: Enablers and inhibitors of continuance intention of mobile social networking sites. Telematics and Informatics, 33(4), 1022–1033. https://doi.org/10.1016/j.tele.2015.11.005
Chopra, P., & Bedi, M. (2018). Understanding determinants of user acceptance of WhatsApp: An empirical study. Journal of Services Research, 18(2), 1–20.
Creswell, J. W., & Plano Clark, V. L. (2017). Designing and conducting mixed methods research (3rd ed.). Sage.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Diallo, M. F., Ryu, S. H., & Kim, H. J. (2021). Conversational marketing and its effects on customer engagement and purchase intention. Journal of Retailing and Consumer Services, 59, 102351. https://doi.org/10.1016/j.jretconser.2020.102351
Eppler, M. J., & Mengis, J. (2004). The concept of information overload: A review of literature from organization science, accounting, marketing, MIS, and related disciplines. The Information Society, 20(5), 325–344. https://doi.org/10.1080/01972240490507974
Farooq, A., Dahabiyeh, L., & Javed, Y. (2023). When WhatsApp changed its privacy policy: Explaining WhatsApp discontinuation using an enablers-inhibitors’ perspective. Online Information Review. https://doi.org/10.1108/OIR-04-2022-0232
Fernández-Amaya, L. (2022). A linguistic overview of WhatsApp communication. Brill.
Gamper, M. (2022). Social network theories: An overview. In Social networks and health inequalities (pp. 35–48). Springer.
Gartner. (2020). Conversational marketing: A guide for marketers. https://www.gartner.com/en/insights/conversational-marketing
Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: Experiments in e-products and e-services. Omega, 32(6), 407–424. https://doi.org/10.1016/j.omega.2004.01.006
Goodwin, E. (2023). What is WhatsApp? A guide to navigating the free Meta-owned communication platform. Business Insider.
Goughari, M. S. (2021). A multifaceted literature review of WhatsApp: Opportunities and challenges in mobile-assisted language learning. The 3rd International Conference on Advanced Research in Education (pp. 40–52).
Gründel, V. (2018). Das geht alle an. W&V, 7, 10–15.
Hahs-Vaughn, D. L., & Lomax, R. G. (2020). Statistical concepts: A second course (5th ed.). Routledge.
Hubert, M., Blut, M., Brock, C., Zhang, R. W., Koch, V., & Riedl, R. (2019). The influence of acceptance and adoption drivers on smart home usage. European Journal of Marketing, 53(6), 1073–1098. https://doi.org/10.1108/EJM-12-2016-0794
Ihsaniyati, H., Sarwoprasodjo, S., Muljono, P., & Gandasari, D. (2023). The use of social media for development communication and social change: A review. Sustainability, 15(3), 2283. https://doi.org/10.3390/su15032283
Izquierdo-Yusta, A., Olarte-Pascual, C., & Reinares-Lara, E. (2015). Attitudes toward mobile advertising among users versus non-users of the mobile Internet. Telematics and Informatics, 32(2), 355–366. https://doi.org/10.1016/j.tele.2014.09.006
Jannah, R. (2023). Utilization of WhatsApp Business in marketing strategy to increase the number of sales through direct interaction with customers. Syntax Idea, 5(4), 488–502. https://doi.org/10.46799/syntax-idea.v5i4.2192
Johns, A., Matamoros-Fernández, A., & Baulch, E. (2023). WhatsApp: From a one-to-one messaging app to a global communication platform. Wiley.
Kaufmann, K., & Peil, C. (2020). The mobile instant messaging interview (MIMI): Using WhatsApp to enhance self-reporting and explore media usage in situ. Mobile Media & Communication, 8(2), 229–246. https://doi.org/10.1177/2050157919876036
Kim, C., Zhao, W., & Yang, K. H. (2008). An empirical study on the integrated framework of e-CRM in online shopping: Evaluating the relationships among perceived value, satisfaction, and trust based on customers' perspectives. Journal of Electronic Commerce in Organizations, 6(3), 1–19.
Kitchen, P., & Proctor, T. (2015). The evolution of digital marketing communication. Journal of Marketing Communications, 21(1), 35–48. https://doi.org/10.1080/13527266.2014.899492
Kuo, Y. F., & Yen, S. N. (2009). Towards an understanding of the behavioral intention to use 3G mobile value-added services. Computers in Human Behavior, 25(1), 103–110. https://doi.org/10.1016/j.chb.2008.07.007
Kuru, O., Campbell, S. W., Bayer, J. B., Baruh, L., & Ling, R. (2022). Encountering and correcting misinformation on WhatsApp: The roles of user motivations and trust in messaging group members. In Disinformation in the global south (pp. 88–107). Wiley.
Kritzinger, R., & Petzer, D. J. (2021). Motivational factors, customer engagement and loyalty in the South African mobile instant messaging environment: Moderating effect of application usage. European Business Review, 33(4), 642–666. https://doi.org/10.1108/EBR-05-2020-0119
Lei, S. I., Ye, S., Wang, D., & Law, R. (2020). Engaging customers in value co-creation through mobile instant messaging in the tourism and hospitality industry. Journal of Hospitality & Tourism Research, 44(2), 229–251. https://doi.org/10.1177/1096348019887225
Lo Presti, L., Maggiore, G., Marino, V., & Resciniti, R. (2022). Mobile instant messaging apps as an opportunity for a conversational approach to marketing: A segmentation study. Journal of Business & Industrial Marketing, 37(7), 1432–1448. https://doi.org/10.1108/JBIM-08-2020-0389
Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225–237. https://doi.org/10.1016/j.chb.2015.11.057
Ma, Q., & Liu, L. (2004). The technology acceptance model: A meta-analysis of empirical findings. Journal of Organizational and End User Computing, 16(1), 59–72.
Marino, V., & Lo Presti, L. (2018). Mobile instant messaging in customer service: Opportunities and challenges. Journal of Service Management, 29(4), 567–589. https://doi.org/10.1108/JOSM-05-2017-0125
Mehner, H. (2022). Conversational commerce: The future of business communication. Journal of Digital Marketing, 13(2), 34–47.
Merisavo, M., Kajalo, S., Karjaluoto, H., Virtanen, V., Salmenkivi, S., Raulas, M., & Leppäniemi, M. (2007). An empirical study of the drivers of consumer acceptance of mobile advertising. Journal of Interactive Advertising, 7(2), 41–50. https://doi.org/10.1080/15252019.2007.10722129
Mrad, M., Farah, M., & Mehdi, N. (2022). WhatsApp communication service: A controversial tool for luxury brands. Qualitative Market Research, 25(3), 337–360. https://doi.org/10.1108/QMR-10-2021-0132
Naneetha, R. (2018). A new paradigm shift on how WhatsApp empower small business to develop customer relationship and it becomes an integral part of business. Research Journal of Humanities and Social Sciences, 9(1), 119–124.
Nguyen, H. T. (2023). Understanding the impact of low personalization on customers’ prior negative experience with virtual conversational agents: A conceptual framework. In Business innovation for the post-pandemic era in Vietnam (pp. 75–85). Springer.
Niklas, S. (2015). Theoretische Fundierung zur Erklärung des individuellen Nutzungsverhaltens und dem Einfluss von Systemeigenschaften. In Akzeptanz und Nutzung mobiler Applikationen (pp. 15–118). Springer.
Pew Research Center. (2021). Social media use in 2021. https://www.pewresearch.org/fact-tank/2021/04/07/social-media-use-in-2021
Rogers, E. M., Singhal, A., & Quinlan, M. M. (2014). Diffusion of innovations. In An integrated approach to communication theory and research (pp. 432–448). Routledge.
Soroa-Koury, S., & Yang, K. C. (2010). Factors affecting consumers’ responses to mobile advertising from a social norm theoretical perspective. Telematics and Informatics, 27(1), 103–113. https://doi.org/10.1016/j.tele.2009.06.001
Srivastava, M., & Fernandes, S. (2022). Is WhatsApp a 'new age advertising tool'? International Journal of Internet Marketing and Advertising, 16(1–2), 120–141. https://doi.org/10.1504/IJIMA.2022.10045390
Statista. (2023). Statistiken zu WhatsApp. https://de.statista.com/themen/1995/whatsapp/
Statista. (2024). Statistiken zu WhatsApp. https://de.statista.com/themen/1995/whatsapp/
Sterne, J. (2017). Social media marketing: A strategic approach. Cengage.
Steil, T. (2023). WhatsApp-Business-API – alles was Sie wissen müssen [2023]. Userlike. https://www.userlike.com/de/blog/whatsapp-business-api
Straub, D., Boudreau, M.-C., & Gefen, D. (2004). Validation guidelines for IS positivist research. Communications of the AIS, 13(1), 380–427.
Sugiyantoro, N. L. A., Wijaya, M., & Supriyadi, S. (2022). Benefits of WhatsApp as a communication media on small business social networks. The Journal of Society and Media, 6(1), 1–16. https://doi.org/10.26740/jsm.v6n1.p1-16
Sun, Y., & Wang, S. (2020). Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia Pacific Journal of Marketing and Logistics, 32(4), 860–878. https://doi.org/10.1108/APJML-03-2019-0177
Terkan, R., & Celebi, S. I. (2020). How WhatsApp changes the way business work. International Review of Management and Marketing, 10(5), 179–184.
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540
Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178. https://doi.org/10.2307/41410412
Venter, P. (2019). The challenges of online communication in business. Journal of Business Communication, 56(3), 345–360. https://doi.org/10.1177/2329488419839040
Wasserman, S., & Faust, K. (1994). Social network analysis: Methods and applications. Cambridge University Press.
WhatsApp. (2023a). Funktionen. https://www.whatsapp.com/privacy
WhatsApp. (2023b). Über uns. https://www.whatsapp.com/about
Yang, H. C. (2013). Bon Appétit for apps: Young American consumers' acceptance of mobile applications. Journal of Computer Information Systems, 53(3), 85–96. https://doi.org/10.1080/08874417.2013.11645647
Yang, S. (2021). Research on WeChat marketing strategy. In 6th Annual International Conference on Social Science and Contemporary Humanity Development (pp. 624–629). Atlantis Press.
Yin, R. K. (2017). Case study research and applications: Design and methods (6th ed.). Sage.
Yu, T., & Kamarulzaman, Y. (2016). Viral marketing via mobile instant messaging. Journal of Marketing Research, 53(2), 1–15.
Zainal, Z. (2007). Case study as a research method. Jurnal Kemanusiaan, 5(1), 1–6.
Zarmpou, T., Saprikis, V., Markos, A., & Vlachopoulou, M. (2012). Modeling users’ acceptance of mobile services. Electronic Commerce Research, 12(2), 225–248. https://doi.org/10.1007/s10660-012-9092-x
Zarouali, B., Brosius, A., Helberger, N., & De Vreese, C. H. (2021). WhatsApp marketing: A study on WhatsApp brand communication and the role of trust in self-disclosure. International Journal of Communication, 15, 25–47.
Zhang, S., Zhao, L., Lu, Y., & Yang, J. (2016). Do you get tired of socializing? An empirical explanation of discontinuous usage behaviour in social network services. Information & Management, 53(7), 904–914. https://doi.org/10.1016/j.im.2016.04.006
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Claudia Brauer, Julia Pronnet, Anita Zehrer
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
