Interactivity perceptions and online newspaper preference

The present article examines the relevance and importance of perceived interactivity for online newspapers.

Interactivity perceptions and online newspaper preference

Thijs Broekhuizen and Arvid Hoffmann

Interactivity is vital for online newspaper success (Chyi and Sylvie 1998), stimulates user loyalty (Varadarajan et al. 2010), and sets online newspapers apart from other mass media (Song and Zinkhan 2008). With Internet technology, publishers can communicate digitally through news feeds, blogs, and online versions of traditional newspapers (Flavián and Gurrea 2009). Online newspapers rely on hypertext markup language to deliver information in a dynamic, nonhierarchical format (Stromer-Galley 2004), which facilitates customized media messages (Kalyanaraman and Sundar 2006). On top of these elements come multimedia features, such...

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