What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness

Motivation for Individuals’ Involvement With Fan Pages

“…Previous studies show different findings for the effect interactivity has on attitudes toward advertising (Liu and Shrum, 2002). Some research suggests the possibility of an optimal level of interactivity (Fortin et al, 2005), but other studies have suggested a linear effect of interactivity (Coyle and Thorson, 2001).…”

“…The measurement of identification used three items from Malhotra and Galletta (1999), namely: The proud statement, revealing to others, and the self-defining of fan pages. The measurements of interactivity used ten items from the three sub-dimensions of the interactivity constructs adapted from Liu and Shrum (2002), which were: The active control, two-way communication, and synchronicity. The measurement of informational content used three items which were adapted from Taylor et al (2011), namely: Information is useful, it is easy to get the information, and the latest information.…”

“…Interactivity is defined as the level of interparty involvement with communications, communication media, messages, and the degree of influence syncronization (Liu and Shrum, 2002). Interactivity is characterized by the twoway communications between companies and customers or among customers, which is differently characterizing the communication of many parties (Goldfarb and Tucker, 2011).…”

Evolving the online customer experience … is there a role for online customer support?

“…These variables include information quality, credibility, flow, telepresence, enjoyment, concentration, engagement, web skills, challenge, interactivity, interactive speed, control (ease of use, customisation, connectedness), website aesthetics and emotions. (See Rose et al, 2012;Novak, 2009;Ding et al, 2009;Mollen;Wilson, 2010;Faiola et al, 2013;Brodie et al, 2013;Mathwick et al, 2005;Macmillan;Hwang, 2002;Song;Zinkhan, 2008;Hilligoss;Rieh, 2008;Van Noort et al, 2012;Wu et al, 2013;Shrum, 2002;Lee;Jeong, 2010;Harris;Goode, 2010.) While these variables have been outlined individually many have overlapping features and can be deemed as antecedents of variables within various research studies.…”

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“…In marketing, this is an important variable that plays a supportive role in relationships with customers (Hoffman & Novak, 1997;Hoffman, Novak & Chatterjee, 1995;Sheth & Paravatiyar, 1995) and in advertising effectiveness (Hoffman & Novak, 1996;Lee, 2005;Liu and Shrum, 2002). Current interactivity research that viewed interactivity as quality of communication focuses on reciprocity and participation, mutual action, action-reaction, and two-way communication (Johnson, Bruner, & Kumar, 2006;Kiousis, 2002;Rafaeli, 1988).…”