How Brands Are Winning Hearts Online: The Power of Interactive Marketing

This paper highlights how companies today are using digital and interactive marketing tools to build stronger, more engaging relationships with customers. Unlike traditional one-way advertising, interactive marketing is a two-way conversation that allows brands to directly connect with consumers—through social media, mobile apps, online communities, and even virtual environments like the metaverse.

The rise of platforms like TikTok, online brand communities, and mobile apps has changed how consumers interact with brands. People now want more involvement, whether it’s helping shape products, participating in gamified loyalty programs, or engaging with brands on social media. These strategies aren’t just fun—they can increase how much consumers like a brand, trust it, and stay loyal to it.

The paper introduces eight new research studies exploring different angles of interactive marketing. One study shows how the type of virtual spokesperson a company uses can influence how people feel about new products. Another finds that when two brands interact on social media—like joking with each other—it makes people like both brands more, especially if the brands are already familiar to them. Other research focuses on online brand communities and how they build emotional connections that lead to loyalty.

Cultural differences also matter. One study found that English-speaking users respond better to informative or entertaining posts, while Turkish-speaking users are more drawn to emotional content, especially those expressing anger. Timing matters too—English speakers engage more with posts during the day, while Turkish users are more active at night.

The paper also dives into how loyalty programs that use game-like features can keep users engaged—at least for a while. Over time, the balance between fun and rewards becomes crucial for keeping people interested. In the metaverse, the feeling of “being there” with others (called "copresence") makes users feel less lonely and more connected, which boosts their well-being and brand loyalty.

Finally, another study shows that brands communicating their sustainability efforts in a conversational, two-way style on social media—not just preaching to consumers—are more successful in gaining trust and engagement.

Looking ahead, the paper suggests more research is needed to better understand how these strategies work across cultures, platforms, and over time. For example, how do people react to brand conversations that include emojis? How does being part of a virtual community affect how much people trust a brand? These are just some of the big questions researchers are encouraged to explore next.Wang, L., & Chan, E. Y. (2025). Brand-consumer relationship management via interactive marketing opportunities. (external link, opens in new window)  Journal of Research in Interactive Marketing, 19(2), 161-165.