Exploring management's perception of whatsapp as a communication tool in a South African sales company

Abstract

This study examines the experiences of management teams using WhatsApp as the primary internal communication tool in a South African sales company. Although mobile instant messaging has become ubiquitous, there is limited research on how managers perceive its use for both formal and informal workplace communication, especially within contexts marked by cultural diversity and varying departmental needs. To address this gap, the research questions aim to establish management teams' perception of the facilitators, barriers, strengths and weaknesses of WhatsApp use for internal communication. Secondary questions explore departmental differences in usage, the effects on managers' motivation and satisfaction, key concerns, and ways to optimise WhatsApp-based communication strategies. In terms of methodology, the study used an interpretivist paradigm and therefore utilised a qualitative descriptive approach to collect and analyse the study data. Using purposive sampling, eight managers from the operational, sales, finance and HR departments of four regional branch offices of a South African sales company participated in semi-structured interviews. Before the study commenced, ethics approval was obtained from the relevant ethics committee to ensure that ethical conduct was maintained throughout all phases of the study. The data recordings were transcribed verbatim. The study data was analysed using thematic analysis techniques based on the interview transcripts collected during the study. Reflexivity, member verification and peer debriefing were employed to establish trustworthiness and ensure participant anonymity and confidentiality. The Protection of Personal Information Act was also adhered to throughout the study. Five themes and 15 subthemes were identified. The themes included (1) differences in departmental usage of WhatsApp as a communication tool, (2) WhatsApp's influence on communication efficiency, motivation, and team cohesion, (3) key concerns and challenges in WhatsApp-based communication, (4) strategies and recommendations for improving WhatsApp communication in the workplace and (5) overall perceptions of WhatsApp usage as a communication tool in organisations. The findings revealed both significant benefits and notable challenges. WhatsApp's ease of use, rich media capabilities and group-chat functions promote rapid coordination, flatten hierarchies and foster team cohesion. These advantages make the platform indispensable for sales managers who require real-time feedback and constant motivational messaging. Yet, excessive messaging creates information overload, reinforces an "always-on" culture, and blurs work-life boundaries. Managers report stress, distraction, misinterpretation of tone and concerns about data security and legal compliance when sensitive information circulates through informal channels. Differences in departmental norms further shape how the tool is adopted and perceived. The study concludes that WhatsApp can enhance managerial efficiency and engagement, but its downsides necessitate organisational safeguards. Based on the findings, the following recommendations were made regarding WhatsApp usage in corporate settings: (1) include formal communication policies (specifying usage norms and after-hours boundaries), (2) digital etiquette and intercultural training, and (3) the adoption of complementary technologies with enhanced auditing and data-protection features. By illuminating managers' nuanced views of WhatsApp, this dissertation contributes to the literature on digital communication in organisational settings. It provides practical guidance on harnessing mobile messaging tools while safeguarding employee well-being and corporate confidentiality.