Businesses, be it large corporations or small, and medium businesses are today hard
pressed to find ways to effectively reach out to consumers. The simple reason for this is
the advancements in technology. The Internet is forcing marketers to adopt new methods
of engagement. Thus, businesses are jumping on the social media bandwagon. However,
presence on social media networks does not necessarily equate to interactivity and
engagement with consumers. This research examines three automobile companies for
interactivity and engagement using thematic analysis and a multi-platform interactivity
analysis. The conclusions drawn from this research are: (1) companies are good at
interacting or engaging but are seldom good at both, and (2) companies do not
necessarily utilize their online resources on multiple platforms efficiently. / Department of Telecommunications
| Identifer | oai:union.ndltd.org:BSU/oai:cardinalscholar.bsu.edu:123456789/194746 |
| Date | 08 July 2011 |
| Creators | Hoe, Deborah F. |
| Contributors | Caristi, Dom |
| Source Sets | Ball State University |
| Detected Language | English |
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