The role of perceived interactivity in virtual communities: building trust and increasing stickiness

Online branding: Development of hotel branding through interactivity theory

“…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). Low-interactive websites generate insecurity about the brand and making a purchase (Chen, Hsu, & Lin, 2010).…”

“…In agreement with Vernuccio, Barbarossa, Giraldi, & Ceccotti, (2012), we define interactivity as a communication process that presents web user control and permits them to communicate reciprocally. Current literature indicates that for a more real illustration of the dual dimensions of website interactivity, studies devote user control as an expression of system interactivity and two-way communication as an expression of social interactivity (Wang et al, 2013). Two-way communication (i.e., social interactivity) refers to reciprocal communication between individuals.…”

“…In travel and tourism industries, an organization's/brand's website offers useful insights to customers (Ku & Chen, 2015). One important attribute that distinguishes the latest marketing channel from conventional media is the interactivity (Liu, 2012;Wang, Meng, & Wang, 2013).…”

Narcissism, interactivity, community, and online revenge behavior: The moderating role of social presence among Jordanian consumers

“…Interactive features are not available in traditional marketing or even in Web 1.0 applications (Alalwan, 2018;Alalwan et al, 2017). Therefore, customers are fully empowered by interactivity, and they are aware that they are able to share and deliver their emotions, attitudes, perceptions, and experiences with other customers (Wang et al, 2013). Alalwan et al (2018) established that customers who perceive more interactivity also perceive social media advertising as more useful and entertaining, and they will have more intention to buy products.…”

“…This feature of social media platforms appears to increase consumers' perceptions of control over their online revenge actions and thus increases their desire to get revenge online (Obeidat et al, 2017). As a result, this feature of social media empowered angry consumers to communicate their negative emotions and experience to other consumers in their social media community (Namkoong et al, 2017;Wang et al, 2013). Generally, while these features of social media platforms often facilitate consumer engagement with brands and firms (Alalwan, 2018;Barreda et al, 2016;Zhang et al, 2014;Wang et al, 2013), they can also facilitate anti-social acts of revenge.…”