Abstract:
This study investigates how homemade cake businesses use WhatsApp as a digital
marketing tool to promote their products, engage customers, and manage orders in
Jaffna. This study contributes by shifting the focus from larger enterprises and urban
settings, where most digital marketing research has concentrated, to small-scale,
women-led, home-based food businesses in Jaffna, yet underexplored area in Sri
Lanka. This research adopts a qualitative methodology using an exploratory design.
Data was collected through semi-structured interviews with 10 homemade cake
entrepreneurs in the Jaffna region, selected using purposive sampling and interviews
were conducted in person and via virtual platform, ensuring rigor by achieving data
saturation. The data were analyzed using thematic analysis. Findings are presented
under three themes. First, marketing and visibility: entrepreneurs relied on WhatsApp
Status, personalized messages, and product photos to attract customers, while
integration with Facebook pages enhanced outreach. Second, customer engagement
and trust-building: direct communication fostered trust, repeat purchases, and word
of-mouth referrals. Third, order management and growth: WhatsApp simplified order
processing, while the combination of Facebook and WhatsApp strengthened
customer interaction and sales. The study highlights the need for targeted digital
marketing training for micro-entrepreneurs, particularly focusing on WhatsApp
Business features such as automated messages, product catalogues, and analytics.
NGOs, community development programs, and local authorities can use these
insights to design practical interventions that support women-led home businesses in
enhancing their digital presence. WhatsApp, being free and widely used, presents a
scalable and inclusive marketing solution for small enterprises. Furthermore,
policymakers and development agencies should consider integrating digital literacy
and marketing skills into broader economic development strategies to empower local
entrepreneurs and contribute to regional economic growth.
