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.



Citation:

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.

Authors

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



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

H11. Not for Me: Identity Needs and Consumer Interest in Different Types of Co-creation

Lagnajita Chatterjee, University of Illinois at Chicago, USA
David Gal, University of Illinois at Chicago, USA

Read More

Featured

Millionaires on Instagram: Millennials’ Display of Experiential Luxury and Personal Branding Strategies on Visual Social Media

Marina Leban, ESCP Europe, France
Benjamin G. Voyer, ESCP Europe, France

Read More

Featured

No Self to Spare: How the Cognitive Structure of the Self Influences Moral Behavior

Rima Touré-Tillery, Northwestern University, USA
Alysson Light, University of the Sciences

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.