Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity

2002 ◽  
Vol 31 (3) ◽  
pp. 29-42 ◽  
Author(s):  
Sally J. McMillan ◽  
Jang-Sun Hwang
Keyword(s):  
User Control ◽  
Perceived Interactivity

Modality in the digital age

2018 ◽  
Vol 17 (3) ◽  
pp. 277-297 ◽  
Author(s):  
Louise J Ravelli ◽  
Theo Van Leeuwen
Keyword(s):  
Digital Age ◽  
Visual Design ◽  
Book Reading ◽  
Visual Modality ◽  
Visual Texts ◽  
User Control ◽  
Communication Practices ◽  
Technological Affordances ◽  
Robust Framework

Kress and Van Leeuwen’s book Reading Images: The Grammar of Visual Design (2006[1996]) provides a robust framework for describing modality in visual texts. However, in the digital age, familiar markers of modality are being creatively reconfigured. New technological affordances, including new modes of production, multiple platforms for distribution, and increased user control of modal variables, raise questions about the role of modality in contemporary communication practices and require the framework to be adapted and further developed. This article attempts to set the agenda for such adaptations and, more generally, for rethinking visual modality and its impact in the digital age.

Interactive Data Graphics and Information Processing

2015 ◽  
Vol 27 (1) ◽  
pp. 11-21 ◽  
Author(s):  
Bartosz W. Wojdynski
Keyword(s):  
Health News ◽  
Level Of Involvement ◽  
Content Domain ◽  
Perceived Interactivity ◽  
Data Graphics ◽  
Interactive Data ◽  
Impact Of Technology ◽  
The Impact ◽  
Do So

Among the chief promises of interactivity in news content online are that it leads to improved engagement with and attitudes toward content, yet scholarship is mixed on how such effects should occur, and under what conditions they do so. This study sought to examine the processes and conditions for effects of interactivity on processing online health news containing graphically displayed data. An experiment (N = 86) was conducted using online health news to examine these effects and test two previously proposed mechanisms – namely, those of increased involvement and perceived interactivity. Interactivity of information graphics accompanying an online health article was manipulated across three ordinal levels, and effects on postexposure attitudes and memory measures obtained. Preexisting level of involvement with the content domain and numerical aptitude were measured and tested as potential moderators of effects. The results showed that involvement with the content domain moderated the role of interactivity, such that increased interactivity led to more favorable attitudes toward the article for users low in involvement, while no effect was found for highly involved users. The effects of interactivity on attitudes were also found to be mediated by perceived interactivity. The results suggest that involvement with content domain is a key determinant of the effects of interactivity, and should be included as a key element in the development of theories of the impact of technology on communication.

scholarly journals From Interactivity to Brand Preference: The Role of Social Comparison and Perceived Value in a Virtual Brand Community

2021 ◽  
Vol 13 (2) ◽  
pp. 625
Author(s):  
Miao Li ◽  
Ying Hua ◽  
Junxuan Zhu
Keyword(s):  
Social Comparison ◽  
Brand Management ◽  
Social Value ◽  
Brand Preference ◽  
Brand Community ◽  
Perceived Interactivity ◽  
Emotional Value ◽  
The Impact ◽  
Informational Value

The main purpose of the paper is to examine whether and how perceived interactivity in a virtual brand community affects brand preference to realize the sustainable development of the brand. In this study, we propose and empirically test a theoretical model by analyzing data collected from online brand community members in China. The study confirms that (1) perceived interactivity has a positive effect on social value, emotional value, and informational value; (2) social value, emotional value, and informational value positively influence brand preference; (3) upward social comparison positively moderates the impact of perceived interactivity on social value, while downward social comparison negatively moderates the impact of perceived interactivity on social value. This study has highlighted the role of perceived interactivity in a brand community in promoting brand preference. We believe that the findings offer reliable and important insights for research and practice of brand management.

Voices of the unsung: The role of social presence and interactivity in building empathy in 360 video

2021 ◽  
Vol 23 (8) ◽  
pp. 2230-2254
Author(s):  
Daniel Pimentel ◽  
Sri Kalyanaraman ◽  
Yu-Hao Lee ◽  
Shiva Halan
Keyword(s):  
Climate Change ◽  
Social Presence ◽  
Empathic Concern ◽  
The Other ◽  
Prosocial Behaviors ◽  
Media Content ◽  
The Social ◽  
Perceived Interactivity ◽  
Degree Of Control

360 video is considered an “empathy machine,” in part because it places audiences in the perspective of the other. Despite its popularity, its influence on empathy is not fully understood. Two possible mechanisms driving empathy within 360 video are social presence (sense of being with others) and interactivity (degree of control over media content). To elucidate how 360 videos can encourage empathic outcomes through these factors, a 2 (social presence: high/low) × 2 (interactivity: high/low) between-subjects experiment ( N = 110) was conducted testing 360 videos about Alaskan climate change refugees. Results demonstrate that social presence contributes to prosocial behaviors (donations) through empathic concern, an effect augmented by interactivity. Unexpectedly, the social presence manipulation also contributed to greater perceived interactivity. Collectively, results are promising and elucidate the role of social presence and interactivity in immersive storytelling.

scholarly journals The Impact of Interactivity on Advertising Effectiveness of Corporate Websites: A Mediated Moderation Model

2016 ◽  
Vol 8 (5) ◽  
pp. 41 ◽  
Author(s):  
May M. Fahmy ◽  
Ahmed I. Ghoneim
Keyword(s):  
New Media ◽  
Purchase Intention ◽  
Advertising Effectiveness ◽  
Mediated Moderation ◽  
Corporate Websites ◽  
Perceived Interactivity ◽  
Moderation Model ◽  
The Impact ◽  
Moderating Role

<p>Interactivity is identified as a key component in the new media; however, the complex relationship between interactivity and advertising effectiveness measures has yielded inconclusive results. The purpose of this study is to perform a systematic investigation of the underlying mechanisms between the actual interactivity and the advertising effectiveness measures.</p><p>This paper proposes a model that empirically examines the role of the perceived interactivity in mediating the impact of actual interactivity on advertising effects; moreover, it studies the moderating role of individual differences on perceived interactivity. The empirical evidence indicates that perceived interactivity mediates the relationship between actual interactivity and purchase intention, the attitude towards the brand, and the attitude towards the website; additionally, it reveals that age plays a significant moderating role between actual and perceived interactivity. Thus, the mediated moderation model is supported. Furthermore, this paper tackles the implications of the interactivity theory building in the practice of marketing communications and interactive advertising.</p>

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