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ISSN : 1229-8778
A key research issue to this study is to pursue a quantitative integration and review of the construct of ‘interactivity,’ which has been conceived as the most crucial concept in digital and online communication areas for past decades. The research focus is on examining the influence of interactivity on cognitive, affective, and behavioral responses in various communication contexts by using a meta-analysis method. The results demonstrates that interactivity significantly affects consumers’ responses to advertisements in terms of cognitive, attitudinal and behavioral effects. Specifically, it is found that the impact of interactivity is manifest when the dependent variables are attitudinal and behavioral, whereas the effect on cognitive variables such as recall is modest. Further, in line with previous studies, underlying dimensions and different types of interactivity are found to be generate varying levels of consumer responses.
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