Date of Conferral



Doctor of Business Administration (D.B.A.)


Business Administration


Timothy Malone


Customer engagement by commercial mobile instant messages (MIMs) is hampered by the high rate of customer irritation of receipt of the message. Increasing customer engagement is essential to marketing managers because MIMs marketing opportunities do not translate into sales unless marketers employ effective strategies for MIMs as a communication channel. Grounded in the technology acceptance model, the purpose of this qualitative multiple case study was to explore strategies marketing managers used to improve customer engagement with MIMs. The participants included 4 marketing managers from 3 organizations in the southeastern region of the United States who utilized MIMs as a marketing tool to improve customer engagement strategies. Data were collected from semistructured interviews and mobile instant messages used in marketing campaigns. Data were analyzed using thematic analysis, 3 themes emerged as build trust, engage the customer, and optimize the message value. A key recommendation is marketers should avoid the use of personal names in MIM marketing campaigns. The implications for positive social change include the potential for improved consumer engagement for community residents through increased tax revenue, higher job performance for marketing managers, and the benefit of a more informed public.