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Interactivity: The Concept and Its Dimensions
Abstract
The revolution of Social Web and mobile technologies has a tremendous impact on the world today. Noticeably, this revolutionary phenomenon has brought opportunities for companies to reach and communicate with audiences in different ways. This social media-based revolution has largely accelerated the rate at which relationships develop and information is shared. Nowadays, audiences expect to be able to select what they read, and most believe they should be able to contribute content and opinions. Among these changes, there has been a growth in interactivity, which lays emphasis on conversing with audiences rather than merely communicating to them. The understanding of interactivity and associated communication concepts has lagged behind the development of communications technology. This chapter draws on the literature developed in Computer-Mediated Communication (CMC), e-Commerce, and Education, as well as Media, Marketing, and Advertising with the help of tri-dimensional features of interactivity identified as active control, two-way communications, and real-time communications.
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