Is Website Interactivity Always Beneficial? An Elaboration Likelihood Model Approach

Online branding: Development of hotel branding through interactivity theory

“…In more narrow terms, website interactivity is a concept that deals with the influence of engagement, interest, and appeal that may be an intrinsic characteristic in technology-mediated groups (Palla et al, 2013). For the aim of the present study, we uniquely consider the perceptual attribute of website interactivity in relation to the interactive and collaborative participants.…”

“…hotels), the role of interactivity is even more critical due to the distinct characteristics of them. The fast development of e-commerce and the uniqueness of this innovative exchange station emphasize the significance of comprehending the potential power of website interactivity as a tool to form relationships between companies and consumers (Palla et al, 2013). A web user should perceive the website as interactive to make purchasing decisions (Wang et al, 2013).…”

“…Website interactivity is a concept that deals with the influence of engagement, interest, and appeal that may be an intrinsic characteristic in technology-mediated groups (Palla et al, 2013). In this study, we consider the website interactivity to be a subsection of interactivity, which is centered exclusively on the interaction between websites and individuals.…”

“…A distinctive attribute of e-commerce is that buyers do not have the opportunity to physically experience the service or use other senses to perceive the quality of the product, as they generally do in a conventional store or service provider. As a consequence, the dimensions of website interactivity play a crucial role on influencing the perception of consumers (Palla, Tsiotsou, & Zotos, 2013). For services (e.g.…”

Social Media Marketing and Luxury Consumption: A Literature Review

“…Nowadays, indeed, the social media marketing function is implemented in all sectors through social media platforms and channels with the aim of creating, communicating, distributing and exchanging offers of a certain value (Tuten & Solomon, 2017). In some ways, social media has created a new generation of customers much more powerful and sophisticated (Barreda, Bilgihan, Nusair, & Okumus, 2016;Palla, Tsiotsou, & Zotos, 2013) and difficult to influence, persuade and conserve because they cannot physically evaluate the quality of products (Alalwan, 2018;Constantinides, 2014). Moreover, according to Godey et al (2016), in defining the best social media marketing strategy, it is necessary to consider five important aspects: entertainment, interaction, trend, personalisation and WOM (e.g., Kim & Ko, 2012), as they positively influence the achievement of a brand image and increase brand loyalty Interestingly, through the definition of their holistic framework of strategic elements of social media marketing, Felix et al (2017) identify four dimensions underlying the social media marketing strategies: finality, culture, structure and governance.…”