Strategies to drive interactivity and digital engagement: a practitioners' perspective

Abstract

PurposeWith the growing popularity of digital engagement, this study explores the interrelationships among digital engagement, interactivity and engagement strategies from the perspective of practitioners.Design/methodology/approachIndividual in-depth interviews were conducted with 27 practitioners who have been involved in marketing communication activities in Hong Kong.FindingsIt was found that practitioners interpreted digital engagement mainly from the cognitive and behavioral dimensions and organizations engaged with their target audiences with either transactional or transitional communications. Functional interactivity and medium interactivity were perceived as the basis of digital engagement.Originality/valueThis qualitative analysis enriches the extant literature in marketing and public relations by delineating the relationships between interactivity and the use of different levels of digital engagement strategies, as well as guiding practitioners in setting effective digital engagement strategies.