A theory of multiformat communication: mechanisms, dynamics, and strategies
- PDF / 572,856 Bytes
- 21 Pages / 595.276 x 790.866 pts Page_size
- 34 Downloads / 182 Views
CONCEPTUAL/THEORETICAL PAPER
A theory of multiformat communication: mechanisms, dynamics, and strategies Jordan W. Moffett 1 & Judith Anne Garretson Folse 2 & Robert W. Palmatier 3 Received: 8 January 2020 / Accepted: 30 September 2020 # Academy of Marketing Science 2020
Abstract Extant communication theories predate the explosion of digital formats and technological advances such as virtual reality, which likely explains their predominant focus on traditional and format-level (e.g., face-to-face, email) rather than digital or characteristic-level (e.g., visual cues, synchronicity) design decisions. Firms thus lack insights into how to create and use emerging digital formats, individually or synergistically. To establish a holistic framework of bilateral multiformat communication for relationship marketing, this article reviews communication theory to establish a foundation for understanding multiformat communication and to identify any gaps (e.g., AI agents, simulated cues). The authors then review bilateral communication research in light of the identified theoretical gaps, to inform their framework. Finally, by decomposing these formats according to six fundamental characteristics, they predict how each characteristic might promote effective, efficient, and experiential communication goals, in light of distinct message, temporal, and dyadic factors. Ultimately, these combined insights reveal an overarching framework, with characteristic-level propositions grouped into five key themes, that can serve as a platform for academics and managers to develop multiformat communication theory and relationship strategies. Keywords Multiformat communication . Multichannel communication . Communication strategy . Online relationships . Simulated cues
Supplementary Information The online version of this article (https:// doi.org/10.1007/s11747-020-00750-2) contains supplementary material, which is available to authorized users. J. Andrew Petersen served as Area Editor for this article. * Robert W. Palmatier [email protected] Jordan W. Moffett [email protected] Judith Anne Garretson Folse [email protected] 1
Department of Marketing, University of Kentucky, Gatton College of Business and Economics, 550 South Limestone, Lexington, KY 40506, USA
2
Department of Marketing, Ourso Family Distinguished Chair in Marketing Research, Louisiana State University, E.J. Ourso College of Business, 2111 Business Education Complex, Baton Rouge, LA 70803, USA
3
Department of Marketing, John C. Narver Chair of Business Administration, University of Washington, Foster Business School, Box #: 353226, Seattle, Washington, DC 98195, USA
Multiformat communication refers to personalized, bilateral, simultaneous communication through various channels; it is critical to relationship marketing efforts (Palmatier et al. 2008; Verma et al. 2016). Recent changes in technology and business practices have profoundly transformed the nature of bilateral (i.e., one-to-one) customer–firm communication (Appel et al. 2020; Grewal et al. 2020a, 2020b). An influx
Data Loading...
