Please use this identifier to cite or link to this item:
Title: Is website interactivity always beneficial? an elaboration likelihood model approach
Authors: Zotos, Yorgos 
Palla, Polyxeni 
Tsiotsou, Rodoula H. 
Keywords: Communication technology;Internet;Interactivity;Consumer behavior
Category: Media and Communications
Field: Social Sciences
Issue Date: 2013
Publisher: Springer Gabler
Source: Advances in advertising research (Vol. IV) : the changing roles of advertising, 2013, Pages 131 - 145
Abstract: In the evolving arena of mediated communication technology such as the Internet, interactivity becomes one of the most valuable features because it enables two-way or multiple communications. Interactivity distinguishes traditional media (TV, radio) from new or digital ones (Internet). Most importantly, it appears that interactive communication generates not only unprecedented behaviors but also new models of consumer behavior.
ISBN: 978-3-658-02365-2
Rights: © Springer Fachmedien Wiesbaden 2013
Type: Book Chapter
Appears in Collections:Κεφάλαια βιβλίων/Book chapters

Show full item record

Page view(s) 50

Last Week
Last month
checked on Jun 12, 2019

Google ScholarTM



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.