Toward a Theory of Interactive Media Effects (TIME)

By Shyam Sundar, Haiyan Jia, T. Waddell, Yan Huang. 2015

298 citations recorded by the source corpus.

How researchers see this paper

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‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications (2016, methodology): “Sundar (2004) and Sundar et al. (2015) argue that by focusing merely on the consumers ’ perception, the real impact of technology on consumer responses is neglected.”
The media inequality: Comparing the initial human-human and human-AI social interactions (2017, background): “As Sundar, Jia, Waddell, and Huang (2015) pointed out, CMC concerns the shortcomings of machine in comparison with face-to-face interaction, whereas HMC is actually attributed to the shortcomings of human mind.”
Media Effects: Theory and Research. (2016, background): “…millennium, due to advances in technology, research interest in the differential effects of media modalities have shifted to, for example, a comparison of the effects of interfaces that differ in their degree of interactivity on engagement, information processing, and learning (Sundar et al 2015).”