Analysis of Consumers' Attitudes toward Interactivity and Relationship Personalization as Contemporary Developments in Interactive Marketing Communication

Exploring interactive communication using social media

“…The challenge is whether the consumers perceive any added value to compensate for the possible costs incurred, as well as for the extra efforts invested in mastering and using the interactive technologies. Consumers are only prepared to accept any new types of communications with businesses if they see any adequate added value (Vlasic & Kesic, 2007). When using social media to convey marketing messages, businesses are found to treat social media in a more conventional marketing approach.…”

“…Zhang and Y.H. Lin (Swain, 2005) as consumers have demonstrated a positive attitude towards interactive marketing communication (Vlasic & Kesic, 2007). Consumers perceive more added value to themselves in a more personalized interactive communication but more value to businesses in an automated interactive communication.…”

“…In developing interactive communication strategies, businesses need to consider how to demonstrate added value to users to participate in online interactive communication. Consumers are reluctant to accept new types of communication with businesses unless they perceive sufficient added value to compensate for the prospective cost incurred as well as for the extra effort invested in mastering and using the technologies (Vlasic & Kesic, 2007). Businesses need to define the added value and determine how it can be delivered.…”

“…Marketing communication has experienced a paradigm shift over the last two decades from integrated marketing communication focusing on businesses that drive the integration and conveyance of a consistent message to consumers to relationship communication which advocates a consumer-centric approach (Finne & Gronroos, 2009;Vlasic & Kesic, 2007). While businesses are only able to create the circumstances, through a comprehensive planning, for their marketing communication message to be conveyed (Finne & Gronroos, 2009), it is consumers who hold the key to enabling the integration of such communication, hence making the communication relational resulting in relationship formulation and development.…”

New opportunities in social media for ad-restricted alcohol products: The case of ‘Yeni Rakı’

“…The reason for this, as Kitchen (2005) indicates, is that IMC is viewed as different from other customer-centric processes, because it is founded on communication, the lynchpin of all relationships, and is considered mutual. The emergence of social media that facilitate two-way communication (Wojdynski 2010), which can be also named as conversation (Gatarski and Lundkvist 1998) or dialogue (Vlasic and Kesic 2007), has both interactive and consumer-driven dimensions that make it a unique tool for implementing a new marketing communications strategy and offer the potential for direct communication between consumers and marketers (Doren, Fechner and Green-Adelsberger 2000). In comparison with traditional IMC mix tools, social media offer interaction, one of the primary determinants for building relationships at an optimum level.…”