推动互动性和数字参与的策略:从业者的观点

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2023-03-18 DOI:10.1108/jrim-05-2022-0153

S. Tong, F. Chan

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引用次数: 0

摘要

随着数字敬业度的日益普及，本研究从从业者的角度探讨了数字敬业度、互动性和敬业策略之间的相互关系。设计/方法/方法与27位曾参与香港市场传播活动的从业员进行个别深入访谈。研究发现，从业者主要从认知和行为维度来解释数字参与，组织通过交易或过渡沟通与目标受众互动。功能互动性和媒介互动性被认为是数字参与的基础。原创性/价值这一定性分析通过描述互动性与不同水平的数字参与策略的使用之间的关系，以及指导从业者制定有效的数字参与策略，丰富了现有的营销和公共关系文献。

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

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.

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.