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...