The utilization of WhatsApp by North West University's Student RAG Community Service in the management of relationships with internal stakeholders
Abstract
Limited research currently exists on the use of WhatsApp as an internal two-way symmetrical communication platform that can be used to manage relationships between organisations and internal stakeholders. In order to determine how WhatsApp can be used to manage relationships between internal stakeholders, the NWU’s student welfare organisation (SRCS) was used as a case study. Students usually serve on the NWU’s student-driven community service project, SRCS, for a year only, thus indicating a lack of sufficient relationship management within the structure. This causes the structure to become unstable and unsustainable. The SRCS should thus manage their relationships with internal stakeholders in order to ensure that the structure remains stable and sustainable. Data was gathered through theoretical exploration, observation and content analysis, focus groups and semi-structured interviews. It was concluded that WhatsApp can be used by the SRCS to manage the relationships with their internal stakeholders through the various features and capabilities of WhatsApp, combined with the four relationship management strategies (disclosure, usefulness of information, interactivity and involvement, and dialogue). The use of the relationship management strategies should also lead to the relationship outcomes (trust, control mutuality, commitment, relationship satisfaction), ensuring that the relationship is being successfully managed, which then leads to the sustainability and stability of the SRCS. These results demonstrate that it is the interactive and participatory characteristics of WhatsApp that allow two-way symmetrical communication to take place without much effort. The focus should thus be placed on communicating strategically on WhatsApp.
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