Use of WhatsApp and Viber in Internal Business Communication

AUTOR(I) / AUTHOR(S): Ivana Krsmanović , Ivana Pavlović , Milica Vučetić and Sofija Ponjavić   

 

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DOI: https://doi.org/10.46793/TIE26.497K

SAŽETAK /ABSTRACT:

The study investigates the evolving role of mobile messaging applications, specifically WhatsApp and Viber, in corporate internal communication. As organizations increasingly shift from traditional digital tools to informal messaging platforms, this research examines the impact of these apps on communication efficiency, professionalism, and employee well-being. To explore this, an empirical study was conducted using a survey method on a sample of 111 employed persons from various organizations in Čačak and Gornji Milanovac, Serbia. The methodology aimed to measure usage frequency, perceptions of effectiveness, and potential differences in attitudes between male and female respondents. Key findings reveal that Viber is the dominant platform for business communication in the region, used by 63.6% of respondents. While employees highly value these apps for increasing information transparency and the speed of information exchange, certain challenges were also identified. Over 40% of respondents reported workplace distractions, and many experienced pressures to respond to messages outside of traditional working hours. Gender differences are minimal overall, with men showing slightly higher trust in platform safety and transparency, while women exhibit greater caution about adding external members to internal group chats. The study shows that there are inconsistent practices across organizations regarding communication rules through these applications.

KLJUČNE REČI / KEYWORDS: 

WhatsApp; Viber; corporate internal communication; mobile messaging applications; digital communication

PROJEKAT / ACKNOWLEDGEMENT:

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