Instant messaging as an informative source in organizational communication: WhatsApp Business in Mexico and Spain

Abstract

WhatsApp is the most used messaging service in Mexico and Spain. This research is innovative in evaluating the implementation and interaction mechanisms of WhatsApp Business, a specific version of the app that has been created for companies. From a sample made up of 200 companies, presented here is a comparative study of both countries. The results show a low level of implementation and significant deficiencies in dialogic development. Hence, the need to adapt to the usual spaces of citizen participation is identified.