... by digital communication for real-time interactive communication enables individuals from multiple departments and hierarchical positions within multiple organizations dispersed across geographic locations and industries to maintain contact, quickly and easily communicate task information, build trust...

... of using SMS in B2B markets. The purpose of this paper is to extend this line of research by investigating the impact of B2B brands’ social media presence, interactivity and responsiveness on customers’ perceptions of four indicators of brand relationship strength (commitment, intimacy, satisfaction...

... to keep information quality high but even more importantly, they should increase interactivity. For Poland in particular, well-designed interactivity can mitigate societal barriers to success of social media, as it can enhance trust in such platforms. Social implications Because of Poland’s history...

... the theory of interactive advertising. In addition, the moderating effect of receiving such messages at point of purchase (POP) is assessed. Design/methodology/approach – Scenario-based online surveys were used, which manipulated the timing and levels of customisation of the message. Responses were...