The Interactive Authority of Brand Web Sites: A New Tool Provides New Insights

This study aims to develop a new coding instrument to examine the interactivity of the Web sites of brands.

The Interactive Authority of Brand Web Sites: A New Tool Provides New Insights

Hilde Voorveld, Peter Neijens and Edith Smit

University of Amsterdam


Interactivity is often perceived as the defining difference between the traditional and the new media (Chung and Zhao, 2004) and as a key element of successful online advertising (Thorbjornson, Supphellen, Nysveen, and Pedersen, 2002). Consequently, interactivity is a central issue in the current advertising literature (Bezjian-Avery, Calder, and Iacobucci, 1998; McMillan, Hwang, and Lee, 2003; McMillan, Hoy, Kim, and McMahan, 2008; Liu, 2003; Macias, 2003). The Web sites of brands are important...

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