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Strategies to drive interactivity and digital engagement: a practitioners' perspective
Date Issued
2023
ISSN
2040-7122
Citation
Journal of Research in Interactive Marketing, 2023, vol. 17(6), pp. 901-920.
Type
Peer Reviewed Journal Article
Abstract
Purpose
With 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/approach
Individual in-depth interviews were conducted with 27 practitioners who have been involved in marketing communication activities in Hong Kong.
Findings
It 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/value
This 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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