Abstract

Purpose This paper aims to unveil the general nature of virtual chat groups in multi-ethnic societies like Nigeria towards knowing whether and how diversity inclusiveness codes of conduct are encouraged and managed among virtual chat group participants. Design/methodology/approach Data in this research was collected via five virtual focus groups of five to eight discussants each and was complemented by virtual field surveys. Responses were validated through verification of registered personal mobile phone numbers. Each design was implemented to cover Nigeria’s six geopolitical zones. The research was broadly framed – according to the uses and gratification theory, social inclusion hypothesis and utilitarian theory of ethics. Findings The research shows how virtual chat groups can enhance understanding of diversities. However, virtual chat-group outcomes are better managed if anticipated gratifications are predictable and based on the utilization of stated conduct codes. Research limitations/implications Given Nigeria’s vast population, the sample size for this study is not adequate nor systematic enough towards generalizations. However, the diverse background of focus group discussants enhances the vista for understanding inclusive virtual chats in diverse societies. Moreover, the instruments of research data collection were validated. Practical implications This research points out that virtual chat groups’ codes of conduct are most effective when participants can anticipate collective gratifications. However, firmness and fairness in the implementation of code of conduct principles are essential for long-term virtual group chat sustenance. Social implications Code of conduct principles are essential for the long-term virtual chat group sustenance. When this is achieved, some of the social problems of Nigeria may be solved, and the social, ethnic and religious differences may not hinder the proper development of the country. Originality/value The research exposes the nature and role of virtual chat group communication inclusivity codes of conduct amidst participants’ demographic diversity.