INTERPERSONAL MARKETING COMMUNICATION BY WHATSAPP: AN ANALYTICAL SURVEY AMONG CITIZENS OF KARACHI CITY

Authors

  • Ms Fouzia Jamil MPhil Scholar University of Karachi, Pakistan
  • Mr. Muhammad Nadeem Jamil MPhil Scholar University of Karachi, Pakistan

DOI:

https://doi.org/10.56596/jjmsca.v2iissue%201.23

Keywords:

Satisfaction level, Opinion leader, Business behavior, Customer behavior, Interpersonal Communication, Interpersonal marketing communication

Abstract

In the realm of business and marketing management, online business and digital marketing have emerged as pivotal approaches. Social networking sites, in particular, provide an expansive platform for conducting business activities. Social media offers diverse opportunities for marketers to engage with their target audience. This research focuses on Interpersonal Marketing Communication using the popular communication app, WhatsApp. It employs a quantitative research approach, encompassing two distinct surveys conducted among two groups: Sellers and Customers. This study not only builds upon existing theoretical foundations but also forges new paths within the field. Statistical analysis employing SPSS version 26 is utilized, employing descriptive methods to calculate frequencies, percentages, and chi-squares for hypothesis testing. The study aims to underscore the significance of WhatsApp as a cost-effective, user-friendly, and satisfying platform for both Sellers and Customers.

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Published

2022-06-30

How to Cite

Jamil, F., & Jamil , M. N. (2022). INTERPERSONAL MARKETING COMMUNICATION BY WHATSAPP: AN ANALYTICAL SURVEY AMONG CITIZENS OF KARACHI CITY. Journal of Journalism, Media Science & Creative Arts, 2(issue 1), 27–44. https://doi.org/10.56596/jjmsca.v2iissue 1.23