Voorveld, H. A. M., Neijens, P. C., & Smit, E. G. (2011). The relation between actual and perceived interactivity. What makes the websites of top global brands truly interactive? Journal of Advertising, 40(2), 77-92. DOI: 10.2753/JOA0091-3367400206

Abstract: To investigate the relationship between actual and perceived interactivity, this study combines a content analysis of interactive functions on the websites of the top 100 top global brands with a survey (N = 715) which measures the perceived interactivity of the same websites. The study has three main findings: 1) there is great incongruence between the level of actual and perceived interactivity; 2) adding interactive functions to a website does not guarantee a stronger perception of interactivity; and 3) six unique website characteristics contribute positively to perceived interactivity. These unique characteristics make the websites of global brands truly interactive.

Keywords: interactivity, perceptions, websites, brands, online advertising

Link: http://dare.uva.nl/record/421511