Mobile instant messaging as an interaction tool in the business context

PurposeThe interaction of consumers and technology has become a challenge for companies and marketing professionals. Technological acceleration has transformed how business is conducted and the consumer-company relationship. The need to establish communication with (potential) consumers to promote engagement with the brand highlights the importance of using mobile instant messaging (MIM). In this context, this paper aims to investigate the use of MIM as a tool for interaction between companies and consumers.Design/methodology/approachThis article investigates, through a systematic literature review (SLR), the state of the art of scientific research regarding the use of MIM as a tool for interaction between companies and consumers. To analyze the selected articles, the authors used a research protocol composed of three stages: (1) planning, (2) conducting and (3) disseminating knowledge.FindingsThis study made four main contributions to the MIM field: (1) extends the literature on MIM, focusing on the perspective of companies and consumers; (2) expands the ongoing discussions, suggesting the limited availability of research on MIM as a tool for interaction between companies and consumers; (3) development of a typology composed of three classes, namely “Consumer relationship,” “Social interaction and technology, and “Social media as channels strategy”; (4) the fourth contribution concerns identifying future research areas and answering questions.Originality/valueThis article is the first to investigate, through a SLR, the state of the art of scientific research regarding the use of MIM as a tool for interaction between companies and consumers.