Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.14279/8456
Title: | Is website interactivity always beneficial? an elaboration likelihood model approach | Authors: | Zotos, Yorgos Palla, Polyxeni Tsiotsou, Rodoula H. |
metadata.dc.contributor.other: | Ζώτος, Γιώργος | Major Field of Science: | Social Sciences | Field Category: | Media and Communications | Keywords: | Communication technology;Internet;Interactivity;Consumer behavior | Issue Date: | 2013 | 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. | URI: | https://hdl.handle.net/20.500.14279/8456 | ISBN: | 978-3-658-02365-2 | DOI: | https://doi.org/10.1007/978-3-658-02365-2_10 | Rights: | © Springer Fachmedien Wiesbaden 2013 | Type: | Book Chapter | Affiliation : | University of Macedonia Cyprus University of Technology |
Appears in Collections: | Κεφάλαια βιβλίων/Book chapters |
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