Interactive Multimedia Design as a Catalyst for Business Communication in Digital Marketing

Interactive multimedia design — the combination of text, image, motion, sound, and user-controlled interactivity — has rapidly become central to effective business-to-consumer (B2C) communication in digital marketing. This paper synthesises theoretical and empirical literature to position interactive multimedia as a catalyst for richer, more persuasive, and more engaging business communication. Grounded in Media Richness Theory, Social Presence Theory, Uses and Gratifications, Mayer’s Cognitive Theory of Multimedia Learning, and theories of interactivity, the review argues that interactive multimedia reduces ambiguity, increases perceived presence and involvement, and supports cognitive processing when properly designed. The paper proposes a qualitative research design to investigate how marketing practitioners and consumers perceive the communicative value of interactive multimedia across platforms (websites, social media, mobile apps). Using purposive sampling, semi-structured interviews with marketing professionals and focus groups with consumers will be conducted; data will be analysed via reflexive thematic analysis (Braun & Clarke, 2006). The methodological section outlines trustworthiness strategies, ethical safeguards, and limitations. The paper concludes with an integrated conceptual model linking interactive multimedia affordances (richness, interactivity, personalisation, narrative) to communication outcomes (message comprehension, brand engagement, purchase intention), and practical recommendations for designers and marketers. Implications for future empirical research and pedagogy in digital marketing and communication design are discussed. Keywords: interactive multimedia, business communication, digital marketing, media richness, social presence, qualitative research