A Revisit of the Concept of Interactivity and its Dimensions

Hui Wang and Vipin Nadda
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Hui Wang: University of Chester, Chester, UK
Vipin Nadda: University of Sunderland, Sunderland, UK

International Journal of Online Marketing (IJOM), 2015, vol. 5, issue 4, 84-109

Abstract: With the development of Information and Communication Technologies, social networking platforms have permeated into every aspect of industries and our lives. This new digital phenomenon brings opportunities for companies to reach and communicate with their audiences in different ways. In the same vein, this revolutionary phenomenon has largely accelerated the rate at which relationships develop and information is shared. It is worth noting that during the communication process there has been a growth in the potency of interactivity, which lays emphasis on conversing with audiences rather than merely communicating to them. This paper draws on the literature developed in various disciplines with the help of tri-dimensional features of interactivity identified as active control, two-way communications, and real-time communications. These three principal dimensions are explored within a Weblog context to provide a comprehensive understanding of the concept of interactivity and its dynamics.

Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:5:y:2015:i:4:p:84-109

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