This study investigates the interactivity construct in terms of its antecedents (ie, motivations
for using the Internet) and consequences (ie, attitude toward the site, attitude toward the …

Interactivity is an often mentioned but seldom operationalized concept associated with the
World Wide Web. Interactivity has been positioned conceptually as a process, a function …

With their exceptional interactive and communicative capabilities, Online Social Networks
(OSNs) allow destinations and companies to heighten their brand awareness. Many tourist …

The use of interactivity as a variable in empirical investigations has dramatically increased
with the emergence of new communication channels such as the world wide web. Though …

A model of brand value co-creation by integrating its the antecedents of interactivity, social
support, and relationship quality is proposed. Empirical data was collected from the brand …

Interactivity is a key feature of Web sites. This article identifies the determinants that enhance
user perceptions of interactivity in a communication scenario in which consumers send …

This article describes the development and validation of a scale measuring the interactivity
of websites. Three studies were conducted to verify the factor structure, content validity …

The authors provide an integrative processing model of Internet advertising, which
incorporates the functional and structural schools of thought. The model begins with the …

Interactivity is not unique to new media. This chapter will illustrate ways in which the concept
of interactivity has emerged from multiple long-standing research traditions. But new media …

Existing communication models and definitions of interactivity provide both background and
structure for a new model of cyber-interactivity that is introduced and explored in this article …