Business Commons^™

Multiformat Communication Strategies: A Conceptual Framework And Empirical Investigation Of Video Formats, Jordan Worth Moffett

LSU Doctoral Dissertations

Essay One was conducted to build a more complete view of bilateral, multiformat customer–firm communication. A review of communication theory builds a foundation for effective multiformat strategies across different exchange contexts (e.g., message complexity) and timing factors (e.g., relationship duration), while accounting for both positive and negative aspects of communication richness. Four perspectives on multiformat communication during exchange events suggest pertinent propositions and produce three parsimonious tenets. First, the authors propose a communication theory foundation for relationship marketing; second, they compile and synthesize extant research. Third, they identify six fundamental communication characteristics associated with different formats. Finally, they integrate insights …