Interactivity and its Facets Revisited: Theory and Empirical Test

Interactivity is reviewed with the goal of addressing several important shortcomings in existing work: a need for generalizability of definitions across all situations and technologies; an explicit incorporation of the nonverbal facet of communication; and a reconsideration of control as an intrinsi...

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Veröffentlicht in:	Journal of advertising 2006-12, Vol.35 (4), p.35-52
Hauptverfasser:	Johnson, Grace J., Bruner II, Gordon C., Kumar, Anand
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Advertising research Business studies Communication Communication channels Communications media Conceptualization Electronic commerce Internet Marketing Multimedia materials Nonverbal communication Social interaction Websites
Online-Zugang:	Volltext
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