Perceived Online Interactivity of Blogs

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.


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.


Dilip Mutum, Warwick Business School
Ezlika Ghazali, Warwick Business School


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


When Words Sweat: Identifying Signals for Loan Default in the Text of Loan Applications

Oded Netzer, Columbia University, USA
Alain Lemaire, Columbia University, USA
Michal Herzenstein, University of Delaware, USA

Read More


Prevention versus Treatment: How Negative Emotion and Charitable Appeal Affect Donation Behavior

Tatiana Fajardo, Florida State University, USA
Anthony Salerno, University of Cincinnati, USA

Read More


10-D: “What a Loss of a Freebie!”: Promotion Framing and Consumer Product Returns

Shinhyoung Lee, Seoul National University, South Korea
Youjae Yi, Seoul National University, South Korea

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.