21st Century applicability of the interaction model: Does pervasiveness of social media in B2B marketing increase business dependency on the interaction model?

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The IMP interaction model (HÃ¥kansson, 1982, p. 24) has survived academic and managerial scrutiny for three decades. Simultaneously, a techno-economic revolution has emerged reshaping B2B communication and interaction through digitising the global economy. In the 21st century, mobile devices directly connect with social interactions of people and businesses through the exemplary social media of Facebook, Twitter, Google Plus, LinkedIn and YouTube. The pervasiveness of social media technologies and applications enables not just the generation of online conversations but enhances B2B collaboration activities atop the B2B and intra business conversations. On this basis, consideration of social media within the context of the IMP interaction model (ibid.) is essential when undertaking any worthwhile contemporary study of B2B marketing.

This paper reviews the original IMP interaction model (ibid.), a range of current social media activities and collaborative applications participating in B2B sales and marketing interactions. The researchers map the social media interactions to the interaction model (ibid.) variables generating an IMP social media interaction framework (IMP social). This framework refocuses the original model (ibid.) on social media applications, exchange activities (IMP variables of product/service, information, social and financial), cooperation and adaptations. Additional insights include the use of social media for signalling interaction for information and social exchange. IMP social places social media and online conversation environments centre stage in the interaction process increasing the relevancy of the IMP approach well into the second decade of the 21st century.
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