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dc.contributor.authorCamilleri, Mark Anthony-
dc.contributor.authorIsaias, Pedro-
dc.identifier.citationCamilleri, M. A., & Isaias, P. (2021). The businesses’ interactive engagement through digital media. In M. A. Camilleri (Ed.), Strategic corporate communication in the digital age. Bingley: Emerald, pp. 53-72. DOI: 10.1108/978-1-80071-264-520211004en_GB
dc.description.abstractBusinesses are increasingly using corporate communication technologies to interact with prospective customers. Therefore, this study explores the corporate executives’ readiness to use interactive media for engagement with online users. The methodology relied on valid and reliable measures to explore the participants’ pace of technological innovation, perceived usefulness, ease of use and social influences, as these factors can have an effect on their engagement with interactive technologies. The findings supported the scales’ content validity as the structural equations modeling approach has reported a satisfactory fit for this study’s research model. The results indicated that the pace of technological innovation, perceived usefulness, ease of use of online technologies as well as social influences were significant antecedents for the marketing executives’ engagement with online users through digital media. This contribution implies that corporate communications executives ought to continuously monitor conversations in social media and review sites, and to respond to their online followers in a timely manner. In conclusion, it identifies its limitations and suggests possible research avenues to academia.en_GB
dc.subjectTechnology and civilizationen_GB
dc.subjectDigital mediaen_GB
dc.subjectCorporate cultureen_GB
dc.subjectTechnological innovationsen_GB
dc.subjectInteractive managementen_GB
dc.subjectSocial mediaen_GB
dc.subjectCommunication in managementen_GB
dc.titleThe corporate communications executives’ interactive engagement through digital mediaen_GB
dc.title.alternativeStrategic corporate communication in the digital ageen_GB
dc.rights.holderThe copyright of this work belongs to the author(s)/publisher. The rights of this work are as defined by the appropriate Copyright Legislation or as modified by any successive legislation. Users may access this work and can make use of the information contained in accordance with the Copyright Legislation provided that the author must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the prior permission of the copyright holder.en_GB
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