Mobile instant messaging as an interaction tool in the business context
Journal of Contemporary Marketing Science
ISSN: 2516-7480
Article publication date: 13 April 2023
Issue publication date: 5 May 2023
Abstract
Purpose
The interaction of consumers and technology has become a challenge for companies and marketing professionals. Technological acceleration has transformed how business is conducted and the consumer-company relationship. The need to establish communication with (potential) consumers to promote engagement with the brand highlights the importance of using mobile instant messaging (MIM). In this context, this paper aims to investigate the use of MIM as a tool for interaction between companies and consumers.
Design/methodology/approach
This article investigates, through a systematic literature review (SLR), the state of the art of scientific research regarding the use of MIM as a tool for interaction between companies and consumers. To analyze the selected articles, the authors used a research protocol composed of three stages: (1) planning, (2) conducting and (3) disseminating knowledge.
Findings
This study made four main contributions to the MIM field: (1) extends the literature on MIM, focusing on the perspective of companies and consumers; (2) expands the ongoing discussions, suggesting the limited availability of research on MIM as a tool for interaction between companies and consumers; (3) development of a typology composed of three classes, namely “Consumer relationship,” “Social interaction and technology, and “Social media as channels strategy”; (4) the fourth contribution concerns identifying future research areas and answering questions.
Originality/value
This article is the first to investigate, through a SLR, the state of the art of scientific research regarding the use of MIM as a tool for interaction between companies and consumers.
Keywords
Acknowledgements
The authors are grateful to the financial support and granting scholarship by the Brazilian National Council for Scientific and Technological Development (CNPq) and the Brazilian Coordination of Superior Level Staff Improvement (CAPES) – Finance code 001. The authors also thank the editor Dr. Xiucheng Fan and anonymous reviewers for their contributions and recommendations. All comments were constructive, and the authors believe the revised manuscript was significantly improved by addressing the comments and suggestions.
Citation
Ferraz, R.M., Furquim, T.S.G., Kaczam, F., Veiga, C.P.d., Moura, G.L.d., Silva, W.V.d. and Su, Z. (2023), "Mobile instant messaging as an interaction tool in the business context", Journal of Contemporary Marketing Science, Vol. 6 No. 1, pp. 64-88. https://doi.org/10.1108/JCMARS-06-2022-0013
Publisher
:Emerald Publishing Limited
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