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Exploring interactive communication using social media

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  • Chrystal B. Zhang
  • Yi Hsin Lin

Abstract

Engaging consumers in interactive marketing communication is instrumental in business-customer relationships building and development. Social media enables consumers to initiate marketing messages and gain growing control in the communication process due to its enhanced interactivity features. This study investigates whether communication between businesses and their social media users is interactive and how interactive it is. It also attempts to determine what types of messages are more likely to result in interactive communication. The findings reveal that businesses are attempting functional interactivity while individual users are increasingly securing a control to achieve contingent interactivity. Businesses are adopting a consumer-centric approach in designing and executing marketing communication messages to achieve interactivity though significant variance is established between businesses as measured by Interactivity Performance Matrix. Challenges remain for businesses as to how to engage their customers by utilizing the interactivity features of social media to facilitate relationships formulation and development.

Suggested Citation

  • Chrystal B. Zhang & Yi Hsin Lin, 2015. "Exploring interactive communication using social media," The Service Industries Journal, Taylor & Francis Journals, vol. 35(11-12), pages 670-693, August.
    • Handle: RePEc:taf:servic:v:35:y:2015:i:11-12:p:670-693
    DOI: 10.1080/02642069.2015.1064396
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    Cited by:

    1. Sikandar Ali Qalati & Wenyuan Li & Naveed Ahmed & Manzoor Ali Mirani & Asadullah Khan, 2020. "Examining the Factors Affecting SME Performance: The Mediating Role of Social Media Adoption," Sustainability, MDPI, vol. 13(1), pages 1-24, December.
    2. Federica Pascucci & Elisabetta Savelli & Giacomo Gistri, 2023. "How digital technologies reshape marketing: evidence from a qualitative investigation," Italian Journal of Marketing, Springer, vol. 2023(1), pages 27-58, March.
    3. O?uz Ku? & Charmaine Du Plessis, 2022. "Exploring the relationship between dimensions of branded content and interactivity on twitter: a data-driven content marketing approach," Proceedings of Economics and Finance Conferences 13315662, International Institute of Social and Economic Sciences.

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