Exploring the Mediating Role of Interactivity Between Content Engagement and Business Performance in a Mobile-Marketing Strategy: A Quantitative Research in a Business-to-Business Context

  • Gerasimos Ntarlas
  • Despina A. Karayanni
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


M-commerce escalates at exponential rates, worldwide. Through a mobile device, i.e., smartphone/iPhone/android/tablet/iPad, we may buy almost everything at any time and any place. Companies may perform 360° marketing, integrating communication messages in a network context, through social media and interactive virtual stores, on a 24/7/360 basis. Network, interactive communication becomes an asset, on this one, providing add-value and new market expansion opportunities for its business users. In this paper we focus on content engagement and interactivity that, according to marketing literature, when involved properly in m-commerce strategies, may provide competitive advantage. To this end, we based upon extensive literature review and, especially, the UTAUT model of new ITs’ adoption. The preliminary research resulted in the formation of a quantitative research instrument, which was disseminated through the LinkedIn, used as the research field. The convenience sample comprised 181 social media and Internet/Mobile marketing managers working at respective Greek companies, that volunteer to participate, yielding 26.3% response. Research hypotheses were tested using SEM analysis. The findings imply that interactivity may have moderating effects in the relationship between content engagement in mobile b-to-b strategy and company performance, in terms of competitiveness, profitability and market expansion. Implications, limitations and future research are also discussed.


M-commerce Business-to-business m-marketing UTAUT model Interactivity Content engagement Profitability Competitiveness Market expansion Mediated effects of interactivity 


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Gerasimos Ntarlas
    • 1
  • Despina A. Karayanni
    • 1
  1. 1.University of PatrasPatrasGreece

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