What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness

By Yuping Liu, L. Shrum. 2002

1,233 citations recorded by the source corpus.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/52b4c83d473729be1d6d987091dfc6837ce81a57

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Citations in the corpus

Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model (2018, background): “Extant studies have de ﬁ ned interactivities from technical and social perspectives (Burgoon et al., 2002; Heeter, 2000; Liu & Shrum, 2002; Steuer, 1992).”
Effects of Interactivity on Website Involvement and Purchase Intention (2010, methodology): “Liu and Shrum (2002) suggested that reciprocal communication is positively related to consumer satisfaction.”
The Mediating Role of Perceived Interactivity in the Effect of Actual Interactivity on Attitude Toward the Website (2005, background): “…1988), feature-based versus perception-based interactivity (e.g., McMillan, 2000, 2002; Wu 1999), or structural versus experiential interactivity (Liu and Shrum 2002) has generated considerable interest in the interactivity research stream since the construct of interactivity was associated with…”
Can A Retail Web Site be Social? (2007, background): “…Mehrabian and Russell’s (1974) classic affect model has supported the notion that stimuli in the physical environment influence people’s arousal and pleasure responses in bricks-and-mortar stores (e.g., Baker, Grewal, and Levy 1992; Donovan and Rossiter 1982), as well as in Internet stores…”
‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications (2016, background): “Among the existing media characteristics of computer-mediated environments, interactivity has proven to be one of the most crucial (Eveland, 2003; Fortin & Dholakia, 2005; Ho ﬀ man & Novak, 1996; Liu & Shrum, 2002).”
Toward Meaningful Engagement: A Framework for Design and Research of Gamified Information Systems (2017, background): “However, this represents a rather limited view given the level of interactivity involved in current systems (Liu and Shrum 2002).”
Developing a scale to measure the interactivity of websites (2003, methodology): “Holding different understanding about what interactivity is, researchers have manipulated or measured the construct in various ways (see Liu and Shrum, 2002 for a review).”