What Whatsapp status enables reseller to do as channel

Abstract

This research aims to understand the phenomena that arise from WhatsApp users who utilize WhatsApp Status to market their products. This research focuses on the background capabilities of WhatsApp Status that allow resellers to market their products based on capabilities of WhatsApp Status as part of social media, as a channel to deliver the value proposition to the customer, and as a means of supporting engagement between sellers and buyers. The qualitative approach was carried out by involving selected active users of WhatsApp Status based on Snowball Sampling. This research identifies the significant capability of WhatsApp Status as the main digital marketing channel for resellers in marketing their products where WhatsApp Status allows attachment between resellers and customers while WhatsApp itself is the most used chat application. However, WhatsApp Status has limited functionality only as a marketing channel with all the capabilities of social media in general.