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Multiformat communication; Multichannel communication; Communication strategy; Online relationships; Simulated cues; COMPUTER-MEDIATED COMMUNICATION; SOCIAL PRESENCE; CONSUMER; ENGAGEMENT; FUTURE; IMPACT; MATTER; CUES; INTERACTIVITY; EXPERIENCE
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Full-Text Articles in Business
A Theory Of Multiformat Communication: Mechanisms, Dynamics, And Strategies, Jordan W. Moffett, Judith Anne Garretson Folse, Robert W. Palmatier
A Theory Of Multiformat Communication: Mechanisms, Dynamics, And Strategies, Jordan W. Moffett, Judith Anne Garretson Folse, Robert W. Palmatier
Faculty Publications
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 …