WhatsApp Marketing: A Study on WhatsApp Brand Communication and the Role of Trust in Self-Disclosure

Authors

  • Brahim Zarouali Amsterdam School of Communication Research, University of Amsterdam, Nieuwe Achtergracht 166, 1018 WV Amsterdam, The Netherlands.
  • Anna Brosius Amsterdam School of Communication Research, University of Amsterdam, Nieuwe Achtergracht 166, 1018 WV Amsterdam, The Netherlands.
  • Natali Helberger Institute for Information Law, University of Amsterdam, Nieuwe Achtergracht 166, 1018 WV Amsterdam, The Netherlands
  • Claes H. de Vreese Amsterdam School of Communication Research, University of Amsterdam, Nieuwe Achtergracht 166, 1018 WV Amsterdam, The Netherlands.

Keywords:

WhatsApp, brands, trust, self-disclosure, data protection

Abstract

Recently, WhatsApp allowed commercial brands to initiate private chat conversations with users through their direct messaging platform. With more than 1 billion users, it is important to have insights into their trust in brands on WhatsApp, as well as their willingness to disclose personal information to these brands. Using data from a national representative survey, we find that the perceived security, perceived privacy, and perceived socialness of WhatsApp as a platform are positively associated with trusting brands on that messaging platform. In turn, brand trust positively influences consumers’ intentions to disclose information to brands on WhatsApp. Finally, these results are also compared with Facebook Messenger; there are significant differences between the two messaging platforms.

Author Biographies

Brahim Zarouali, Amsterdam School of Communication Research, University of Amsterdam, Nieuwe Achtergracht 166, 1018 WV Amsterdam, The Netherlands.

Assistant Professor in Persuasion and New Media Technologies

Anna Brosius, Amsterdam School of Communication Research, University of Amsterdam, Nieuwe Achtergracht 166, 1018 WV Amsterdam, The Netherlands.

Postdoctoral Researcher in Political Communication

Natali Helberger, Institute for Information Law, University of Amsterdam, Nieuwe Achtergracht 166, 1018 WV Amsterdam, The Netherlands

University Professor of Digital Technology & Artificial Intelligence and Professor of Information Law

Claes H. de Vreese, Amsterdam School of Communication Research, University of Amsterdam, Nieuwe Achtergracht 166, 1018 WV Amsterdam, The Netherlands.

Faculty Professor of Artificial Intelligence, Data & Democracy and Professor of Political Communication

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Published

2021-01-01

Issue

Vol. 15 (2021)

Section

Articles

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