Harnessing interactivity for online media outlets: Insights from Mexico’s digital landscape

Abstract

This study examines interactions between full-time members and web traffic across 137 Mexican online media platforms, as cataloged by Sembramedia in May 2023, focusing on the number of technological platforms and the type of interactivity involved. We used descriptive analyses and a structural equation model to test our hypotheses. Findings highlight the crucial role of human-to-content interactivity in shaping online media design and significantly influencing user content consumption patterns.