Brand-Consumer Conversations: Mobile Internet Messaging and Paid Chat as MarCom tool

Keyoor Purani () and Priya Premi ()
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Keyoor Purani: Indian Institute of Management Kozhikode
Priya Premi: Indian Institute of Management Kozhikode

No 358, Working papers from Indian Institute of Management Kozhikode

Abstract: Messaging through mobile apps has become the most preferred communication method in recent times. Messaging apps have surpassed social networking apps in monthly active users. This changing digital behavior of consumers is shaping mobile messaging apps as a new face of social media and thus presenting huge opportunity for brands to leverage this new media platform. This paper attempts to explain the mobile phone-based messaging, analyses alternative mobile messaging platforms and opportunities for brands for consumer engagement on these platforms and explores the idea of conversational marketing. It presents a brand -consumer conversation approach that may leverage the consumer messaging behavior and also provide an opportunity for messaging apps to monetize their platforms. It has implications for practices and provides future research directions.

Keywords: Brand Consumer Conversations; Instant Messaging; Mobile Instant Messaging (MIM) Apps; Paid Chat; Pay Per Conversation; Messaging App Marketing (search for similar items in EconPapers)
Pages: 3 pages
Date: 2020-03
New Economics Papers: this item is included in nep-ipr and nep-pay
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