The influence of proofreading on message clarity in academic WhatsApp communication

This study examines how proofreading behaviours affect clarity in communicating and interpreting messages in higher learning WhatsApp groups, focusing on the CBE-ALL-STAFF group at the Dar es Salaam campus. Using a qualitative case study with 60 academic and non-academic staff of diverse ages, professions, and digital skills, data were gathered through interviews, focus group discussions, and analysis of 100 authentic WhatsApp messages. NVivo 12 coding revealed five themes: professional image, misinterpretation, context-dependent conduct, emotional effects, and time inefficiencies. Findings show strict proofreading in formal contexts, especially among academics, while informal settings allow more flexibility. Omissions often led to confusion, reputational harm, and redundant follow-ups. The study highlights proofreading as vital for clarity and professionalism in academic digital communication and suggests that institutions enhance norms through literacy programs and context-sensitive training.