WhatsApp Business as a digital engagement tool

Small businesses play a crucial role in economic growth and community development but often face challenges in advocacy and stakeholder engagement due to limited resources, lack of expertise, and fragmented communication strategies. This study proposes a comprehensive publicity strategy model tailored to address these challenges, offering an integrated framework for small businesses to enhance their advocacy efforts and stakeholder engagement. The model combines principles from strategic communication, digital marketing, and stakeholder theory to create a scalable and adaptable approach. The strategy emphasizes the alignment of organizational goals with stakeholder expectations through multi-channel communication, including social media platforms, community outreach programs, and collaborative partnerships. It also incorporates data-driven decision-making to identify and prioritize key stakeholders, customize messaging, and measure the impact of advocacy campaigns. By leveraging affordable digital tools, storytelling techniques, and collaborative platforms, the model enables small businesses to build trust, foster relationships, and amplify their voice in competitive markets. The study also explores case studies of small businesses that successfully implemented elements of this model, highlighting best practices and lessons learned. Furthermore, the model addresses barriers such as limited budgets, skills gaps, and resistance to change by providing actionable recommendations and resources to empower small business owners. The proposed framework ultimately aims to equip small businesses with the tools and strategies necessary to engage stakeholders effectively, influence public policy, and drive sustainable growth in their communities. This research contributes to the broader discourse on small business development by presenting a practical and evidence-based solution to advocacy and engagement challenges. Keywords: Advocacy Strategy, Stakeholder Engagement, Small Business, Advocacy Outreach, Effective Communication Strategies.

Purpose Drawing on the Job Demands-Resources (JD-R) theory, the primary goal of this study is to conceptualise and empirically validate a theoretical framework that explains the process by which digital job resources influence the innovative work behaviour of technological professionals. Specifically, this study aims to examine the impact of digital job resources, especially digital training, and digital communication, on employee digital engagement. Furthermore, it investigates the influence of digital engagement on digital leadership and the effect of digital leadership on innovative work behaviour. Lastly, the study examines whether digital engagement and digital leadership serially mediate the relationship between digital job resources and innovative work behaviour. Design/methodology/approach Data were collected from full-time technological professionals using multiple sampling techniques. A total of 307 samples were utilised for the final data analysis. Partial Least Squares Structural Equation Modelling (PLS-SEM), employing SmartPLS 4.0, was used to test the study hypotheses. Findings The findings of this study emphasize that digital engagement and digital leadership are pivotal in mediating the impact of digital communication on technological professionals' innovative work behaviour. Specifically, our results show that digital communication significantly shapes the digital engagement of these professionals. Digital engagement, in turn, positively influences digital leadership, which then fosters technological professionals’ innovative work behaviour. Notably, both digital engagement and digital leadership serve as mechanisms that link digital communication and innovative work behaviour. Contrary to our initial expectations, the study finds that digital training neither directly affects digital engagement nor has an indirect effect on innovative work behaviour. Originality/value The present study is distinct in offering a theoretical framework outlining the steps through which digital resources influence technological professionals' digital engagement, digital leadership capabilities, and their innovative work behaviour. Prior studies have predominantly focused on antecedents of innovative work behaviour, with an emphasis on individual characteristics and organisational environmental factors. There is limited research exploring how, or even if, digital job resources – such as digital training and digital communication – affect employees’ innovative work behaviour. Additionally, the examination of the interrelationship between digital engagement and digital leadership is notably lacking in existing literature. Much of the research has instead probed the converse relationship: how leadership styles impact employees' engagement. Lastly, this research is among the pioneering efforts to consider the serial mediating role of digital engagement and digital leadership between digital job resources and innovative work behaviour, a topic that remains underrepresented in academic discourse. This study addresses these gaps.

Digital technologies have made it easier for lobbies to reach a larger audience, generate support, and collect data to bolster their campaigns. At the same time, digital tools have contributed to increasing participation in lobbying activities, as information is more readily accessible to the public. Policymakers are also leveraging digital technologies to engage with a broader range of stakeholders, gather input on policy issues, and enhance transparency in the policymaking process. Lobbies, or interest groups, use digital tools and platforms to interact with policymakers, communicate their interests, and influence decision-making. However, there are concerns about the influence of big tech companies and the potential for digital lobbying to distort public policy outcomes. Overall, the digital age has reshaped the dynamics between lobbies and public policies, presenting both opportunities and challenges for achieving transparent and accountable governance. Currently, the EU lacks an evaluation or regulatory service to scrutinize digital lobbying strategies. In this digital age, the relationship between lobbyists and public policies has changed significantly, with technology playing a critical role. Although the EU Transparency Register attempts to improve transparency and accountability in interactions between interest groups and EU institutions, further development is needed in examining the digital discourse strategies of interest groups. The purpose of this study is to examine the digital strategies of lobbies in the EU through web mining, social media tracking, and text mining techniques. Content analysis will be conducted to identify and describe the digital strategies that EU lobbyists employ: online media, social media, online formats, and publications to advocate for and influence public policies. The results will reveal the strategies of lobby influence in digital environments and the scope and scale of the digital discourse created by these activities. This will provide deeper insights into the impact of these organizations on public policies in the EU across various sectors in terms of digital communication and the online factors influencing the policymaking process with engaged stakeholders. Finally, the methodology serves as a proposal for an analytical framework for monitoring the development of political communication by these entities with their stakeholders in the digital ecosystem and the resulting digital discourse.

This study investigates the role of Media Campaign Teams (MCTs), focusing on Team Peter Obi's digital strategies during Nigeria's 2023 Presidential Election. The research marks a step toward understanding the evolving dynamics of digital campaigning and its implications for electoral politics. It explores the impact of digital campaigning on voter engagement, particularly among the youth, and the overarching electoral outcomes. Leveraging a comprehensive analytical framework that integrates theoretical perspectives from the Agenda-Setting Theory, Spiral of Silence Theory, and Social Identity Theory, this research elucidates how Team Peter Obi's innovative use of digital platforms—social media engagement, targeted digital marketing, and data analytics—reshaped political communication and mobilisation. The comparative analysis underscores Team Peter Obi's campaign as a benchmark in digital electoral strategy within Nigeria, characterised by its novel engagement approaches and extensive outreach, setting a new precedent for the strategic use of digital media in political campaigning. The findings reveal a significant shift in electoral strategies towards digital engagement, evidencing increased voter interaction, community building, and mobilisation through platforms like Twitter, Facebook, and Instagram. This study contributes to the academic discourse on media influence and political communication by highlighting the efficacy of digital platforms in shaping political discourse, amplifying supportive voices, and fostering a cohesive supporter base online. It offers insights for political campaigners and media strategists on the importance of digital engagement, targeted messaging, and community building in the digital era. Despite its contributions, the study acknowledges limitations, including the reliance on publicly available data and the challenge of attributing electoral outcomes directly to digital strategies.

Date palm present juice and gur represent culturally significant and nutritionally rich traditional sweeteners widely consumed across rural South Asian communities. Despite their established biochemical value such as natural sugars, minerals, polyphenols, antioxidants, and micronutrients consumer awareness regarding their nutritional advantages remains inadequate. Digital communication strategies offer transformative opportunities to strengthen public understanding, particularly in rural populations that are progressively gaining access to mobile networks and social-media-based information dissemination channels. The present research examines the role of digital communication frameworks in promoting the nutritional benefits of date palm present juice and gur among rural consumers. Using a mixed-method approach involving content analysis, structured surveys, and focus-group interactions, the research evaluates consumer knowledge levels, digital adoption patterns, message preferences, and behavioural responses. Statistical analysis highlights that targeted nutritional messaging delivered through mobile-friendly digital platforms such as short videos, infographics, community WhatsApp groups, and voice-based campaigns significantly improves recall, comprehension, and trust. Findings indicate that culturally contextualised messages, vernacular storytelling, and evidence-based nutrition facts substantially enhance engagement and positively influence consumption decisions. The research concludes that digital communication, when strategically integrated with community-led awareness systems, can bridge information gaps and strengthen rural nutrition literacy. Furthermore, the outcomes reveal that digital strategies must prioritise accessibility, simplicity, credibility of sources, and visual clarity to ensure sustainable behavioural impact. The research contributes to emerging literature on digital health communication, rural consumer behaviour, and nutrition promotion by providing an empirically grounded framework for designing digital campaigns tailored for low-resource settings. The insights derived will support policymakers, public-health institutions, NGOs, and food-processing stakeholders in developing scalable and culturally acceptable digital communication initiatives to promote healthier dietary choices involving traditional date palm products.

In the ever-evolving realm of corporate governance and social engagement, the seamless integra-tion of Corporate Social Responsibility (CSR) with strategic communication, particularly through digital channels, stands as a cornerstone. This in-depth analysis embarks on a journey to explore how businesses are leveraging the power of nuanced, strategic digital communications to amplify their CSR initiatives. It metic-ulously evaluates the array of mechanisms, strategies, and digital tools—spanning across various platforms such as social media, blogs, and content marketing—that are employed to enhance CSR messaging, broaden its outreach, and deepen engagement with stakeholders. The discourse delves into the intricate ways in which companies navigate the digital landscape to communicate their commitment to social and environmental causes, thereby forging stronger connections with their audience. From crafting compelling stories that reso-nate with the public to utilizing analytics for targeted outreach, this exploration sheds light on the dynamic interplay between digital communication strategies and CSR efforts. It highlights how businesses are not only using digital platforms to disseminate information about their CSR activities but also to engage in meaningful dialogues with stakeholders, gather feedback, and drive social change. Through this comprehensive exami-nation, the article reveals the transformative potential of digital media in enhancing the visibility, impact, and authenticity of CSR initiatives, thereby reshaping the way companies engage with their communities and stakeholders in the digital age.

This article examines the role of digital marketing strategies in industrial enterprises and their importance from the perspective of sustainable development. Digital marketing is considered a key strategic tool for strengthening competitiveness in the industrial sector. The authors highlight the differences between digital and traditional marketing and emphasize the advantages of using digital tools in industrial enterprises. The study focuses on the impact of digital analytics, automation, IoT and online communication tools on the long-term sustainability of organizations. Social media, digital platforms and data-driven decision-making are evaluated as active components that support sustainable production and consumption. At the same time, passive elements such as corporate reputation, customer relations and environmental responsibility are identified as essential factors influencing the outcomes of digital strategies. Organizations increasingly invest in enhancing their digital marketing capabilities to adapt to market conditions and meet sustainability requirements. The analysis of digital performance indicators and the measurement of online activities are presented as two main evaluation methods in this article. Both approaches help determine the effectiveness of a company’s digital strategies. Ultimately, the authors underline the importance of the efficient implementation of digital marketing strategies for the long-term success of industrial enterprises.

This study delved into the digital communication strategies of the OR Tambo District Municipality in South Africa, a region characterised by its rural nature and high poverty levels. The aim was to understand the character of the Municipality’s digital communication strategies, evaluate their efficacy, and propose evidence-based recommendations for enhancement. The study was predicated on the necessity for local governments to align their communication strategies with technological advancements whilst considering the socioeconomic realities of their constituents. The research employed a comprehensive examination of the current digital communication tools, platforms, and techniques utilised by the Municipality, and assessed their effectiveness based on their reach, accessibility, and impact. The study identified areas of strength and weakness in the current communication strategies and proposed recommendations for enhancing digital communication within the Municipality. The findings underscored the importance of inclusive and effective digital communication strategies in local governments, particularly in rural areas. The study concluded that the OR Tambo District Municipality could enhance communication, improve service delivery, and foster greater engagement with residents by effectively leveraging digital technologies. The research contributes to the burgeoning body of literature on digital communication in local government and provides a roadmap for other rural municipalities seeking to leverage digital technologies to improve their communication strategies.

Using Digital Media to Promote Kidney Disease Education

As the recently hired Marketing Strategist at the Good Glamm Group, year 2022, was entering the board room, he was immediately tasked with critically evaluation of the current e-commerce & Digital marketing strategy of the Brand Sirona, so that one comes up with a transformed / fresh e-commerce & digital marketing strategy - which has lower Revenue:Cost Ratio, Lower Customer Lifetime Acquisition value & more numbers of customer flow at the top & bottom of digital funnel. This as he was told that day, was required to touch unicorn mark for evaluation & increase revenue by 3x times. The marketing strategist gave a thought, then asked the a question to the board, which became the direction changing advice / critique for the company as a whole & Digital strategy in particular for the group. His question to board was “ Do you want me to evaluate /re-frame the e-commerce & digital marketing strategy for the existing Product Value Proposition or does the scope of my work allows me to challenge the current Product value proposition itself, using series of digital tools / processes - to aim at coming up with a new value proposition so that it can then tailor-make a re-created and transformed e-commerce & digital marketing strategy” which mirrors the need-gap-fit of consumer in the market for the given category by using digital tools & softwares. The board was not ready for it as it clashed with their current practice of find market for existing products through digital marketing & e-commerce rather than build the product itself through digital marketing & e-commerce. As the board looked surprised with the question, given that they were looking for a digital marketing strategy already crafted products with lower cost & higher returns using own website, social media and digital tools - but here the newly hired marketing strategist was critically challenging the Product value proposition itself and critically asking “to use digital marketing for product development first”. The marketing strategist used examples of Gillette, Marico and Emami where he had previously had gone through this learning curve - convincing the G3 Board room that core concept of Marketing starts with creating a Product value proposition based on deep insights on gaps consumer need-gaps which are not solved by current products in the market (blue ocean strategy) and hence any attempt to transform the digital marketing strategy would not work if the Product value is proposition is not transformed or freshly created based on digital insights through crawlers and other programmed softwares which scans the G3 consumer landscapes. Once the marketing strategist got the mandate on same he came with disruptive transformation in Digitally Re-created Product Value Proposition, Digitally crafted Minimal Viable Product, Digitally transformed & connected Direct To Consumer (DTC) Own Website, and Digital marketing through a digitally consumer researched mix of DTC, Digital Market Place (Amazon), Social media and Digital tools. The same can be summarized in two lines below

Corporate Social Responsibility (CSR) has become a fundamental element in corporate communication strategies, shaping corporate reputation, brand perception, and stakeholder engagement. As consumer awareness of social and environmental issues increases, companies are compelled to integrate CSR into their strategic communication efforts. However, public skepticism toward CSR initiatives remains a challenge, particularly when CSR communication lacks transparency, authenticity, and stakeholder involvement. This study investigates how CSR functions as a corporate communication strategy and analyzes public perception of CSR initiatives, addressing the key research question: How does CSR communication influence stakeholder trust, engagement, and corporate reputation? While prior research has explored CSR communication, limited studies have systematically examined the intersection of CSR strategies, digital transformation, and public perception in a rapidly evolving corporate environment. This paper contributes to the literature by evaluating CSR communication through stakeholder-oriented frameworks, digital engagement strategies, and participatory communication models, offering a comprehensive and updated perspective on CSR effectiveness in corporate communication. This study employs a Systematic Literature Review (SLR) methodology to synthesize existing research on CSR communication, stakeholder perception, and brand reputation. Data were collected from peer-reviewed journal articles, conference proceedings, and industry reports using academic databases such as Scopus, Web of Science, and Google Scholar. The analysis was conducted using NVivo for qualitative coding and VOSviewer for bibliometric mapping, allowing for a structured and in-depth exploration of key themes and trends in CSR communication. Findings indicate that CSR communication is most effective when it is transparent, participatory, and aligned with corporate values. The study highlights the importance of storytelling, digital platforms, and two-way stakeholder engagement in enhancing CSR credibility. Additionally, the results reveal that companies integrating CSR within their core business strategies and maintaining long-term commitment experience greater consumer trust, higher engagement levels, and improved corporate legitimacy. This study concludes that CSR as a corporate communication strategy must be strategically integrated, evidence-based, and stakeholder-driven to foster trust, loyalty, and positive public perception. Companies that engage in co-creation of CSR initiatives, leverage digital communication tools, and prioritize transparency are more likely to achieve sustainable stakeholder relationships and long-term business success. The implications suggest that businesses must continuously refine their CSR communication strategies to remain credible and relevant in a socially conscious marketplace

This study examines how digital marketing strategies influence customer satisfaction and brand loyalty in four-star hotels in Jakarta, Indonesia. Using a quantitative approach with the SEM-PLS method, the research analyzed responses from 330 hotel guests. The study investigated key variables including service quality satisfaction, digital engagement, social media engagement, online presence perception, and digital promotions. Findings show that service quality, online presence perception, promotion effectiveness, and social media engagement significantly affect customer satisfaction with digital marketing. However, digital engagement and digital promotions showed no significant effect. Moreover, customer satisfaction with digital marketing was not found to have a significant influence on brand loyalty. These findings suggest that while digital strategies can enhance satisfaction, they do not automatically translate into loyalty. Hotel managers are encouraged to strengthen service quality and digital credibility to improve guest experience. This research contributes to understanding the effectiveness of digital marketing practices in the hospitality industry and provides practical guidance for enhancing customer interaction and satisfaction.

Purpose The aim of this paper is to improve the understanding of management of B2C digital marketing communication tools as a multifaceted phenomenon based on influences on customer behaviour in the modern marketplace. This study aims to develop a theoretical framework that integrates a selection of digital marketing tools and explains how they affect various aspects of consumer behaviour. Design/methodology/approach This study focuses on the analysis of scientific literature and an empirical quantitative survey of Lithuanian consumers. It is aimed at finding out which digital marketing communication tools have the greatest and least impact on consumers’ decisions at different stages of consumer behaviour. The survey results are based on 393 questionnaires. Findings Based on the analysis of scientific literature and our survey, the authors found out that a comprehensive framework should encompass four different stages of consumer behaviour and six of the most popular digital marketing communication tools. A model was developed based on theory and practice, which depicts the relevance of the particular B2C digital marketing communication tools at a given stage of consumer behaviour, where there is a greater impact on consumer behaviour. The findings of this study have implications that can serve as a theoretical basis for further research in this field. Research limitations/implications The limitation of this quantitative study is that it used a relatively small sample and cannot, therefore, be generalised beyond the Lithuanian context. Practical implications The study’s results could have practical implications for organizations that wish to foster management of communication with consumers. The practical implications can help marketing managers develop effective strategies for managing B2C digital marketing communication tools. By understanding the four different stages of consumer behaviour and the effect of different digital marketing communication tools, managers can make informed decisions about their implementation that improve customer engagement and satisfaction. Therefore, these findings present an opportunity for a comprehensive understanding of how B2C digital marketing communication tools influence consumer behaviour, empowering managers to optimize their B2C digital marketing communication strategies. Originality/value The lack of agreement in trying to categorize different types of B2C marketing communication tools does not allow us to see a wider perspective for managerial strategies to influence consumer behaviour. Most research has focused on the impact of single-channel marketing on consumer behaviour, but many modern digital marketing strategies use omnichannel approaches. This paper fills this gap by developing the relevant theoretical framework of managing B2C digital marketing communication.

The article explores the challenges and opportunities in shaping marketing strategies for small enterprises in the context of today’s dynamic market environment. Characterized by intense competition, rapid technological advancements, and evolving consumer expectations, the modern marketplace demands that small businesses adopt innovative approaches to remain competitive. Traditional marketing methods are increasingly inadequate, necessitating the integration of new digital marketing tools and strategies. The study emphasizes the importance of leveraging digital platforms, including social media, e-commerce platforms, and mobile applications, to effectively reach and engage with target audiences. A significant focus is placed on the constraints posed by limited financial resources, which often hinder small businesses from executing large-scale marketing campaigns. The article discusses the need for cost-effective marketing solutions and the strategic use of available resources to maximize impact. It also highlights the critical role of personalization in marketing communications, where tailored messages and offers can significantly enhance customer engagement and loyalty. Furthermore, the research examines the potential of niche markets, where competition may be less intense, allowing small businesses to establish a unique market position. The study provides practical recommendations for optimizing marketing strategies within the confines of limited budgets and rapidly changing market conditions. By adopting innovative approaches and focusing on targeted marketing efforts, small enterprises can achieve sustainable growth and long-term success. Overall, the article offers insights into how small businesses can navigate the complexities of the modern market by effectively utilizing digital tools, personalizing their marketing efforts, and strategically exploring niche opportunities to enhance their competitiveness and achieve their business objectives. The article also underscores the importance of continuous market research and adaptation to emerging trends as crucial factors for maintaining a competitive edge. By staying informed about industry developments and consumer preferences, small businesses can better anticipate changes and proactively adjust their strategies to capitalize on new opportunities.

The importance of stakeholder engagement for organisational survival is widely recognised and supported. The interactive, polyphonic organisational context has however placed added emphasis on stakeholder engagement. Strategic communication professionals are increasingly becoming responsible for creating connection among diverse voices which necessitates their involvement in the stakeholder engagement process. The purpose of this study was to explore the role of the strategic communication professional in the stakeholder engagement process against contemporary, polyphonic strategic communication principles. This was done by determining the pragmatic relevance of two approaches to stakeholder engagement, deliberate emergent and radical emergent. A quantitative research design was employed using a web-based survey, which was distributed to communication professionals in academia and practice. An exploratory factor analysis highlighted two approaches to stakeholder engagement that recognises the importance of stakeholder conversations and inputs, while honouring conventional planning as a key activity for successful stakeholder engagement. The results of this article provide guidance for organisational management on two possible approaches to stakeholder engagement that are relevant for the current polyphonic organisational context. It also affirms the indispensable role of the communication professional in the stakeholder engagement process ranging from stakeholder guidance towards stakeholder enablement and empowerment.