Abstract:Interactivity is a concept of enormous importance for digital marketing. It was recognized as a key feature of website, a hub of all digital marketing activities. But, almost all interactivity measures were conceptualized one or two decades ago. In the meantime, technological novelties changed the face of websites. Also, a number of interactivity features increased exponentially. Those changes had a huge impact on practice and could in luence user's perception of interactivity. Aim of this paper is to explore whether several selected existing measures of perceived interactivity could cope with those changes. Paper reports a study in which two websites of low and high interactivity were developed and in an experimental setting as stimuli used to test three perceived interactivity measures. Results show that all measures estimated perceived interactivity of a high interactivity website better than of a low interactivity website. Also, results show that particular dimensions of a model could be used to estimate overall interactivity.

Business operations are nowadays characterized by a rapid development of technology and marketers are therefore searching for most efficient methods for drawing the attention of consumers to their business and occupying a position in their consciousness. The possession and use of mobile phones have become an integral part of lives of all consumers. This work investigates whether there are any differences in the degree of influencing consumers who watch advertising content via their mobile phones, in comparison to the influence on those watching the same content on computers, and how big they are, as well as whether the opinion of respondents concerning interactivity (perceived interactivity) of the observed content differs from the actual, existing interactivity.

The connection with customers is a key task of companies, which can be achieved through diverse communication channels, among which one profitable way includes interactive websites. This paper first presents a synthetic review of previous studies on the topic of websites’ interactivity. So far, we observe interactivity through individual models of interactivity. In this paper, four modelling variables are used, which make this paper more complex in the understanding of interactivity. Further, a new research development is exposed, with emphasis on experiment structuring, modelling variables configuration, results achievement, and data analysis and interpretation. It has been ascertained that the model based on four variables creates a broader research framework, enabling an effective analysis of their overall correlations, as well of correlations between each of its components. The applicative part of the research was unrolled with effective participation of a group of 350 students, who were homogeneous in their profiles and activities. Based on the results of an initial test, 240 students were selected and participated in the main test, who all had a particular interest in searching for a job, practice, or training course on the Internet. The research reveals a higher positive impact of interactive websites vs. non-interactive websites, and compares computer use to mobile devices. It also reveals how user perception and behaviour can be positively impacted by making website searches easier, and allowing users to comment on advertisements, share the content on social media, use e-mail marketing, etc.

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Today’s business development processes force companies to find ways to increase the level of interactivity of their products with consumers. One of the ways that companies communicate interactively with users is communication via websites; another way is using a channel that makes the customer more loyal to the company. The aim of this paper is to point out the differences between the effects that interactive and non-interactive blockchain technologies have on users and their behavior, as well as to determine whether the same degree of interactivity is achieved with users who use the same site via computers or mobile phones. For this purpose, three models by Song, Liu, and Wu were compared, which gives this paper a superior precision and depth of research regarding the above-mentioned problem. Furthermore, the contributions of the paper are reflected in a comprehensive and detailed review of previous research on the topic of interactivity and the importance of using a website, showing the specific effects expected from users after the introduction of interactive website features, as well as indicating a difference in customer perception and behavior after using a different site search device.