Strategies to drive interactivity and digital engagement: a practitioners' perspective
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 20 March 2023
Issue publication date: 11 November 2023
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.
Keywords
Acknowledgements
The first author would like to acknowledge her affiliation with the School of Professional Education and Executive Development, Hong Kong Polytechnic University, during the submission of this research proposal.
Funding: The work described in this paper was fully supported by a grant from the Research Grants Council of the Hong Kong Special Administrative Region, China (Project No. UGC/FDS24(15)/H04/16).
Citation
Tong, S.C. and Chan, F.F.Y. (2023), "Strategies to drive interactivity and digital engagement: a practitioners' perspective", Journal of Research in Interactive Marketing, Vol. 17 No. 6, pp. 901-920. https://doi.org/10.1108/JRIM-05-2022-0153
Publisher
:Emerald Publishing Limited
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