Interactive Features of Online Newspapers: Identifying Patterns and Predicting Use of Engaged Readers

Abstract

This study seeks to identify 1) categories of interactivity, which are promoted through different types of interactive features, 2) patterns of online newspaper readers' uses of interactive features, and 3) factors, if any, that predict the use of different types of interactive features. Based on an online survey of 542 respondents, four categories of interactive features were identified. Findings show that interactive features are generally used infrequently, especially the features that facilitate human-to-human communication and the features that allow audiences to express their views. Regression analyses show that different user characteristics and backgrounds predict the use of specific types of interactive features. This study illustrates that news organizations need not worry about applying all types of interactive features to engage their readers as the features serve distinct functions. Instead, news organizations should focus on building credibility and may seek to identify their online news audiences and then subsequently provide interactive features accordingly. (152)

News Comments:Exploring, Modeling, and Online Prediction

“…but also striking differences. These differences in general and temporal characteristics possibly reflect the credibility of the news organisation, the interactive features they provide on their web sites, and their readers' demographics [2].…”

Interactivity on Swedish newspaper websites: What kind, how much and why?

“…Two such types that frequently appear in the research available are human and medium interactivity (e.g., Bucy, 2004;Chung, 2008;McMillan, 2002b). Human interactivity refers to diverse facilitations of user-to-user-interaction, such as chat rooms and message boards.…”

“…In a recent article, Chung (2008) opted for a perceived view of interactivity when studying patterns of online newspaper readers' uses of interactive features. Providing empirical data, Chung showed that her respondents not only identified human and medium interactive features, but also combinations of the two.…”

“…Among other things, it was suggested that print media especially would not fare well in the new digital era (Thurman and Myllylahti, 2009). Beliefs were also aired that the interactive potential of the internet would come to change, or at least influence, the practice of journalism, moving it from a one-to a two-way communication process (Chung, 2007(Chung, , 2008Hujanen and Pietikainen, 2004), leveling the playing field between journalist and reader, sender and receiver. Today, many media outlets are indeed experiencing economic difficulties, while at the same time, many are investing resources into providing informative, interactive and varied websites for their audiences.…”

Consumer Behavior In The Process Of Purchasing Tourism Product In Social Media

“…Despite being separated by physical distance, social media users are connected with each other through similar interests, and content can be spread across the world within minutes. Social media also differs from traditional media in that audiences can customize content choices and interact with others (Chung, 2008). Marketing professionals recognize that advertisements shared among friends on social media Show more significant effects on brand awareness and purchase intent than the traditional marketing tools (Lee, 2010).…”