KOREASCHOLAR

The development of digital technology has facilitated easier communication between people, and between people and organizations. WhatsApp, one of the most popular digital technology applications, is used not only for personal but also commercial purposes; in terms of marketing, the application has accelerated it, enabling it to be more direct and interactive. This paper will present a success story of the use of WhatsApp to support interactive marketing. In particular, this study aims to expand limited knowledge of the use of WhatsApp to support interactive marketing. A case study approach is employed to achieve this purpose, and the data analysed using the content analysis method. Several novelties that contribute to existing knowledge will also be presented, as well as trajectories for future research

• Anjar Priyono(Universitas Islam Indonesia, Indonesia)