LEVERAGING WHATSAPP BUSINESS FOR INTEGRATED MARKETING COMMUNICATION IN NIGERIA’S SMALL AND MEDIUM-SIZED ENTERPRISES (SMES)

Abstract

Small and Medium-sized Enterprises (SMEs) in Nigeria face challenges in achieving cost-effective and consistent marketing communication. This study investigates WhatsApp Business as a tool for Integrated Marketing Communication (IMC) in SMEs, highlighting its capacity to streamline promotions, enhance customer engagement, and build brand loyalty. Guided by the Technology Acceptance Model (TAM) and IMC framework, a documentary research design was adopted, drawing on reports, policy documents, and scholarly literature from sources such as CBN, SMEDAN, and Statista. Findings show that WhatsApp Business, through features like catalogues, broadcast lists, and automated messaging, enables unified brand messaging and reduced costs, while improving customer relationship management and market reach. Constraints include limited digital skills, poor internet connectivity, and privacy concerns. The study concludes that WhatsApp Business is a viable, low-cost IMC channel for Nigerian SMEs, recommending digital literacy programs, strategic content planning, and integration of platform analytics into broader marketing evaluation. The Study recommended that Stakeholders such as trade associations, business development agencies, and ICT-focused NGOs should develop targeted training programmes to improve SMEs’ understanding of IMC principles and the strategic use of WhatsApp Business for brand building and customer engagement. Also, SMEs should adopt an intentional approach to integrating WhatsApp Business into their broader marketing strategy, leveraging features such as catalogues, broadcast lists, and automated responses to maintain consistent customer interaction and brand identity.