Universiti Kebangsaan Malaysia’s scientific contributions

This article compares the development strategies of WeChat and WhatsApp in the field of social media marketing and e-commerce, focusing on how they respond to current social media trends such as TikTok, Instagram, Pinterest, Facebook, and X. WeChat, as a super app in the Chinese market, has achieved success in user engagement and e-commerce transactions through its integrated ecosystem, WeChat Pay, and KOL influencer marketing. WhatsApp, on the other hand, has enhanced its business API, shopping catalog, and payment functions through deep integration with the Meta ecosystem, providing more powerful marketing and e-commerce tools for global companies. This article recommends that WeChat expand its international influence and attract global users through features such as short videos and live broadcasts; while WhatsApp should further integrate the Meta platform, improve user experience, and introduce more advanced shopping features and influencer marketing strategies. Ultimately, the success of WeChat and WhatsApp will depend on their ability to innovate and adapt to digital trends.

Use of social media platforms such as WhatsApp and WeChat can be significantly useful for the companies to promote their products and services to the customers. This report provides comparative analysis of WhatsApp and WeChat in the context of digital marketing and e-commerce. Additionally, it provides significant information regarding the characteristics of these blood from that can be used by the business enterprises for better marketing ability. Five different articles have been used in this report to conduct this analysis and the scope of this report is also presented here. Some recommendations are presented in this report that can be used by the companies to select suitable social media platforms for their digital marketing and e-commerce applications. Finally, it can be stated that this report has the capability of providing a better comparative analysis of WeChat and WhatsApp and it can help the companies to strategize their marketing operation according to the characteristics of the users of these social media platforms.

In context of current social media developments, this research compares WeChat and WhatsApp, emphasising their functions in e-commerce and digital marketing. Tencent's multifunctional platform WeChat combines e-commerce, chat, and social networking into an integrated package. Its features like Mini Programs and WeChat Pay allow for smooth purchasing experiences and smart marketing strategies. The messaging app WhatsApp, on the other hand, is growing in power with the addition of the WhatsApp Business API. This allows companies to keep track of customer communication and transactions within the app. WhatsApp is owned by Meta. WeChat is an excellent provider of a full digital environment, whereas WhatsApp concentrates on improving its messaging service by adding e-commerce features. Both platforms are adapting to reflect their changing roles in digital marketing by following patterns set by social media giants like Instagram, TikTok, and others. The distinctive advantages of each platform are highlighted in this review, along with any possible consequences for digital and social media marketing in the future.

In context of current social media developments, this research compares WeChat and WhatsApp, emphasising their functions in e-commerce and digital marketing. Tencent's multifunctional platform WeChat combines e-commerce, chat, and social networking into an integrated package. Its features like Mini Programs and WeChat Pay allow for smooth purchasing experiences and smart marketing strategies. The messaging app WhatsApp, on the other hand, is growing in power with the addition of the WhatsApp Business API. This allows companies to keep track of customer communication and transactions within the app. WhatsApp is owned by Meta. WeChat is an excellent provider of a full digital environment, whereas WhatsApp concentrates on improving its messaging service by adding e-commerce features. Both platforms are adapting to reflect their changing roles in digital marketing by following patterns set by social media giants like Instagram, TikTok, and others. The distinctive advantages of each platform are highlighted in this review, along with any possible consequences for digital and social media marketing in the future.

This case study explores the role of WeChat and WhatsApp in digital and social media marketing and e-commerce and compares them with emerging social platforms such as TikTok and Instagram. By analyzing the functions, user behaviors, and market positioning of these platforms, the report reveals their different strategies and advantages in the field of social commerce. The study found that WeChat dominates the Asian market with its integrated ecosystem and wide user base, while WhatsApp attracts users seeking direct interaction globally with its simple messaging function. At the same time, the rise of TikTok provides brands with innovative marketing methods and is reshaping the digital marketing landscape.