Exploring the role of WhatsApp as a communication tool in the business operations of Unlimited Events Group

Abstract

In this study the researcher sets out to explore employee’s perception towards the effectiveness of WhatsApp as a communication tool for business operations of Unlimited Events Group. A qualitative study was conducted using semi-structured interviews with employees in the Corporate Events Department at Unlimited Events Group. This was done to gain an in-depth understanding of their views on how WhatsApp influences events business operation, determining its efficiency in facilitating successful business operations. A qualitative data analysis was done on the transcribed responses of the respondents and results surfacing from the analysis showed that events management employees perceive WhatsApp as an effective communication tool for events business operations. Employee’s perception towards WhatsApp being an effective communication tool was the most mentioned main theme in the study. Findings concluded that WhatsApp was an effective tool during business operation of Unlimited Events Groups, with least mentioned challenges. However, WhatsApp challenge’s sub-theme, weaknesses of WhatsApp appeared as a new theme in this study since sources consulted did not list a theme related to this finding. Overall, WhatsApp proved to be the most effective communication tool for events business operations of Corporate Events Department.