Whatsapp business and luxury: an empirical study on consumers

This study examines the use of WhatsApp Business (WAB) in luxury retail, exploring the experience, perceived benefits, preferences, and usage intentions of luxury consumers in Italy. A quantitative survey was conducted through an online questionnaire administered to 72 respondents, the majority of whom were based in Italy. The findings indicate that WAB is perceived as an effective communication channel, capable of providing personalised interactions and facilitating online purchasing. The most valued features are text messages, photos, videos, and the product catalogue, while calls and voice messages are considered less relevant. Consumers report trust in the platform and acknowledge its usefulness in enhancing the customer experience. The study provides practical insights for companies on how to integrate WAB into marketing and sales strategies, while also highlighting methodological limitations and suggesting future cross-cultural and gender-based investigations.