Abstract: This study aims to develop a new coding instrument to examine the interactivity of the websites of brands. The new instrument contains 47 interactive functions and is directly linked to theory on interactivity. To test the applicability of the instrument, the study investigates the interactivity of 66 American and 66 Dutch websites by means of a content analysis. Results show that the instrument can be used in different contexts. In addition, the content analysis discloses interesting differences between American and Dutch websites, and between websites of different types of products. Practitioners can use the instrument to assess the interactivity of their own websites.
Keywords: interactivity, content analysis, top global brands, online advertising