Exploring entertainment-marketing through WhatsApp statuses

Abstract

This study examines the utilization of WhatsApp status updates for online marketingentertainment, analysing business owners' and consumer responses to product-related content shared on the platform. Findings indicate a strong correlation between viewing product posts on WhatsApp and subsequent purchasing decisions. Respondents emphasized the critical need for detailed product information and reliable quality. Furthermore, content incorporating music and visual effects was deemed most effective at capturing attention. This research reveals that shared product statuses enhance connections between individuals, foster positive reactions due to enjoyable content, and offer businesses a cost-effective marketing opportunity. The study underscores the importance of entertaining captions, engaging visuals, and mood-inspiring music for heightened audience engagement. The findings highlight the symbiotic relationship between entertainment and marketing on WhatsApp, stressing the need for product quality, transparency, and trust for sustainable business growth.