The Relationship between Interactive Functions and Website Ranking

Alan C. B. Tse and Chi-Fai Chan

Journal of Advertising Research, 2004, vol. 44, issue 4, 369-374

Abstract: This study looks into different types of interactive functions, and the associative relationship between these interactive functions and website ranking. Six types of interactive functions are identified, and four of them are found to be significant in affecting website ranking. The four important types of interactive functions are Online Two-way Communication, Customization, Content Variety, and Interactive Job Search.

Date: 2004
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