Perceived Online Interactivity of Blogs

Dilip Mutum, Warwick Business School
Ezlika Ghazali, Warwick Business School
This study represents a fresh attempt to operationalise and empirically test the perceived interactivity construct. It adds to the understanding of the perceived interactivity construct as a vehicle for engagement with consumers via blogs from the marketing communications perspective. The results reveal three distinct dimensions, namely, perceived communication, perceived responsiveness and perceived control. Apart from ‘perceived control’, the other dimensions of perceived interactivity show high internal consistency. This is an interesting finding, as previous studies have shown perceived control to be the most important dimension of this latent construct. Some further research issues have also been suggested in this paper.
[ to cite ]:
Dilip Mutum and Ezlika Ghazali (2011) ,"Perceived Online Interactivity of Blogs ", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 354-359.