The Corporate Communication Executives’ Interactive Engagement Through Digital Media*

Abstract

Businesses 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 (PTI), 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 equation modeling approach has reported a satisfactory fit for this study’s research model. The results indicated that the PTI, 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. There were significant influences from the demographic variables, including age, gender and experiences that moderated these relationships. In conclusion, this contribution identifies its limitations and suggests possible research avenues to academia.

Citation

Camilleri, M.A. and Isaias, P. (2021), "The Corporate Communication Executives’ Interactive Engagement Through Digital Media*", Camilleri, M.A. (Ed.) Strategic Corporate Communication in the Digital Age, Emerald Publishing Limited, Leeds, pp. 53-72. https://doi.org/10.1108/978-1-80071-264-520211004