Utilization of Interpersonal Communication in the Context of Digital Marketing: A Review of the Literature and Implications for Business Practices

Abstract

The integration of interpersonal communication within digital marketing strategies has become increasingly crucial for businesses aiming to foster stronger customer relationships and enhance brand loyalty. This study employs a qualitative approach, utilizing literature review and library research methods to examine the utilization of interpersonal communication in digital marketing contexts. By synthesizing findings from a diverse range of academic articles, industry reports, and case studies published over the past decade, this research identifies key trends and effective practices in leveraging interpersonal communication for digital marketing. The analysis highlights the importance of personalized interactions, trust-building, and responsive communication in online environments. Furthermore, it reveals that businesses that effectively integrate interpersonal communication strategies in their digital marketing efforts can achieve higher customer engagement and satisfaction. However, the study also discusses challenges such as maintaining authenticity and managing communication at scale. The findings provide valuable insights for practitioners aiming to optimize their digital marketing strategies and suggest areas for future research, particularly in the development of innovative communication tools and techniques. This comprehensive review contributes to the existing body of knowledge by elucidating the role of interpersonal communication in the digital marketing landscape and its implications for business practices.