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Although social media is widely used for organizational communication, studies have begun to show its controversial effects on job performance in the workplace. To investigate these effects, this study developed a conceptual framework for how social media interactivity affects communication quality and work interruption, as well as how such effects impact job performance.

The proposed theoretical model was empirically validated through a survey study of 556 employees in China.

The results verified a social media interactivity paradox that indicated social media interactivity increased both communication quality and work interruptions. The results further showed that high levels of social media dependency were a detriment to organizations.

This study verified the existence of a social media interactivity paradox in the use of social media for workplace communication. Moreover, results revealed that the effect of social media interactivity on organizational outcomes depends on its respective dimensions.

With the growing popularity of digital engagement, this study explores the interrelationships among digital engagement, interactivity and engagement strategies from the perspective of practitioners.

Individual in-depth interviews were conducted with 27 practitioners who have been involved in marketing communication activities in Hong Kong.

It was found that practitioners interpreted digital engagement mainly from the cognitive and behavioral dimensions and organizations engaged with their target audiences with either transactional or transitional communications. Functional interactivity and medium interactivity were perceived as the basis of digital engagement.

This qualitative analysis enriches the extant literature in marketing and public relations by delineating the relationships between interactivity and the use of different levels of digital engagement strategies, as well as guiding practitioners in setting effective digital engagement strategies.

This study aims to examine how three perceived interactivity attributes of massive open online courses (MOOCs), namely, perceived active control, perceived synchronicity and perceived two-way communication, impact individuals' engagement and continuance intention of MOOCs through the stimulus-organism-response (S-O-R) lens and how that effect differs between male and female users.

Drawing upon S-O-R as an overarching theoretical framework, this study conducted an empirical study in China and collected 294 valid questionnaires from online learners. Structural equation modeling approach was used to examine the proposed research model.

Empirical results suggest that perceived active control, perceived synchronicity and perceived two-way communication are significant stimuli of individuals' continuance intention of MOOCs, and the influences of perceived active control and perceived synchronicity are partially or fully mediated by engagement on the platform. Multi-group analysis results further indicate that perceived synchronicity has a stronger influence on engagement on the platform for males, while perceived active control and perceived two-way communication are more salient in stimulating engagement on the platform for females.

Research findings from the present study can serve as the foundation to guide MOOCs’ administrators to respond to the needs of participants through interactivity designed into the platform and shed light on possible key solutions of high dropout rates in MOOCs.

This study uncovers the mediating mechanism of affective engagement between interactivity and continuance intention in the emerging context of the latest online learning platform MOOCs and reveals the behavioral differences between females and males regarding their affective reactions to the three interactivity attributes.

Drawing on symbolic interaction theory (SIT), this study aims to identify what makes corporate social responsibility (CSR) communication more favorable to customers in the chain restaurants context. Specifically, this study examines the direct relationships between the interactivity of CSR communication, brand trust and brand sincerity. In addition, the mediating role of brand trust (i.e. separate dimensions of brand reliability and intentions) and the moderated mediating role of self-congruity are explored.

A total of 418 US consumers with past experiences of participating in CSR campaigns organized by chain restaurants on social media were recruited using the online survey method of nonprobability sampling through Amazon Mechanical Turk in December 2021.

The results of this study revealed that the interactivity of CSR communication on social media affects brand sincerity; brand reliability and brand intentions mediate the positive effect of interactivity of CSR communication on brand sincerity; and customer’s self-congruity moderated the positive mediation effect via brand reliability.

Chain restaurant marketers need to understand the important role of interactivity as a key element of CSR communication on social media to help develop brand trust and brand sincerity in chain restaurants.

This study expands on SIT to support the symbolic benefits of interactive CSR communication on social media.

The purpose of this paper is to explore how to use social media in e-government to strengthen interactivity between government and the general public.

Categorizing the determinants to interactivity covering depth and breadth into two aspects that are the structural features and the content features, this study employs general linear model and ANOVA method to analyse 14,910 posts belonged to the top list of the 96 most popular government accounts of Sina, one of the largest social media platforms in China.

The main findings of the research are that both variables of the ratio of multimedia elements, and the ratio of external links have positive effects on the breadth of interactivity, while the ratio of multimedia features, and the ratio of originality have significant effects on the depth of interactivity.

The contributions are as follows. First, the authors analyse the properties and the topics of government posts to draw a rich picture of how local governments use the micro-blog as a communications channel to interact with the public. Second, the authors conceptualize the government online interactivity in terms of the breadth and depth. Third, the authors identify factors that will enhance the interactivity from two aspects: structural features and content features. Lastly, the authors offer suggestions to local governments on how to strengthen the e-government interactivity in social media.

The purpose of this paper is to examine the causal relationship between interactive and personal campaigning on social media and political involvement, and the mechanisms that explain the effects. Specifically, this study examines whether personal and interactive communication on Twitter increases political involvement among citizens through social presence and perceived expertise.

An experimental design – a 2 (low vs high interactivity)×3 (depersonalized vs individualized vs privatized communication) between-subjects design – is used.

The findings show that interactive communication leads to a stronger sense of social presence and source expertise, which positively affect involvement. The effects of personal campaigning differ. Individualized communication positively affects involvement via source expertise. Interestingly, privatized communication positively affects involvement via social presence, but negatively via source expertise.

Although a growing body of work examines the political consequences of social media, there is still very little understanding why social media affect citizens. The current study fills this void by investigating how the use of social media affects political involvement among citizens.

The purpose of this paper is to treat WeChat moments as social media environments and applies the research model to explore the effect of social media environments on perceived interactivity from the perspective of environmental psychology.

This paper proposes social media environments as effective stimuli for future participate in online social interactions. First, two cues of social media environments (user-to-system cues and user-to-user cues) can be important antecedents of users’ perception of interactivity. Second, users’ intention of future participates in online social interactions can be influenced by three dimensions of perceived interactivity (action control, connectedness and responsiveness). Using data from 334 users of WeChat moments, the authors conduct partial least squares analysis to validate the research model.

The results indicate that both technological and social environments positively affect three dimensions of perceived interactivity, respectively, including action control, connectedness and responsiveness. Moreover, actual findings also suggest that higher perceived interactivity increases users’ intention of future participate in online social interactions.

This work contributes to in-depth research on the relationships between social environments and perceived interactivity. Besides, this paper demonstrates that both technological and social cues of social media environments are significant elements in simulating users’ internal experience and behavioral intention. The main conclusions of this study can be valuable to social media developers and managers.

Can mobile instant messaging (MIM) make people entering into the state of cognitive absorption (CA)? The purpose of this paper is to investigate whether CA can help explain users’ satisfaction during the process of MIM, while interactivity and interest are operated as determinants of CA as well as directly associated with satisfaction.

This study proposes a satisfaction model that is adapted from the CA theory to investigate MIMs users’ satisfaction with two determinants, interactivity and interest. Specifically, CA is operated as a second-order formative construct with four reflective dimensions, including curiosity, focused immersion, heightened enjoyment and temporal dissociation. Partial least square structural equation modeling was applied to evaluate the causal links of the model with the data collected from 472 LINE users who all had long using experience.

The results showed that CA in MIM, fueled by interactivity and interest, is positively related to satisfaction. Interactivity and interest themselves were also significantly associated with satisfaction. Among them, interactivity has the most influence on satisfaction, followed by interest and CA. Surprised, curiosity and focused immersion did not formative CA in MIM.

The present study focuses on user satisfaction of a specific MIM (LINE) and collects data from users within a specific region (Taiwan). Other researchers must take these constrains into consideration when referencing this study.

To the best of the authors’ knowledge, this is the first study which confirmed that people still enter into the state of CA when using MIM on smartphone, even though the using environment is drastically different from that on desktop. It indicates that prior theories in CA with desktop-based software are still applicable and serve as a basis for more studies in the mobile context to a certain extent, but other factors should also be considered. As interactivity and interest are conducive to CA, leading to user satisfaction, an MIM app can be more popular if the two factors are incorporated.

This paper aims to uncover the drivers of consumer-brand engagement on Facebook, understood here as users’ behavioral responses in the form of clicks, likes, shares and comments. We highlight which content components, interactivity cues (calls to action [CTA]) and media richness (e.g. video, photo and text) are most effective at inducing consumers to exhibit clicking, liking, commenting and sharing behaviors toward branded content.

This study analyzes 757 Facebook-based brand posts from a media and entertainment brand over a 15-week period. It investigates the relationship between interactive cues and media richness with consumer engagement using a negative binomial model.

Results show positive relationships for both interactivity cues and media richness content components on increasing consumer-brand engagement outcomes. The findings add clarity to previous inconsistent findings in the marketing literature. CTAs enhance all four engagement behaviors. Media richness also strongly influences all engagement behaviors, with visual imagery (photos and videos) attracting the most consumer responses.

The sampled posts pertain to one brand (a radio station) and are thus concentrated within the media/entertainment industry, which limits the generalizability of findings. In addition, the authors limit their focus to Facebook but recognize that findings may differ across more visual or textual social networking sites.

The authors uncover the most effective pairings of media richness and interactivity components to trigger marketer-desired, behavioral responses. For sharing, for example, the authors show that photo-based posts are more effective on average than video-based posts. The authors also show that including an interactive call to act to encourage one type of engagement behavior has a near-universal effect in increasing all engagement behaviors.

This study takes two widely used concepts within the communications and advertising literatures – interactivity cues and media richness – and tests their relationship with engagement using real and actual users’ data available via Facebook Insights. This method is more robust than surveys or wall scrapping, as it mitigates Facebook’s algorithm effect. The results produce more consistent relationships than previous content marketing studies to date.

This study aims to examine how sport fans' intention to donate to college athletics differs by the type of communication and by the interactivity of communication when a college athletic department uses a social cause for marketing.

To discover differences in donation intention, the study adopts a two (social media/newspaper) by two (interactive/non-interactive) factorial experiment in which the study's created scenario is randomly presented to subjects. Participating in the online survey are 184 collegiate sport fans at a university in the American Midwest. Collected data are analyzed on the analysis of variance.

Results show that fans demonstrating the highest donation intention are those in the group of fan-interactive marketing on social media. Those showing the lowest are in the group of non-interactive marketing on newspaper. Between marketing interactivity and marketing platform, no interaction effect is found.

The study tests the effectiveness of marketing communication in the context of collegiate sports and identifies the impact of social media on college sport fans' donation intention. For collegiate athletic administrators designing a cause-related marketing campaign, this study provides practical information on how to use social media in delivering fan-oriented activities.