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Online Inter@ctivity via Web 3.0
Abstract
The end of the 20th century was marked by the advent of the internet along with the transformation of the consumer behavior into an information behavior. As a matter of fact, our daily life becomes centered on a multitude of informational exhibitions through which brands have invested this cutting-edge information technology, tending for delivering the perfect service by adopting the multichannel communication strategies. The advent of interactive marketing has brought new features to the web, allowing online companies to configure websites and manage smarter, more social, and more personalized interactions and communications. Accordingly, this chapter aims to make a synthetic study of the concept of online interactivity and to present a review of the literature, and to better explain the concept and to how to achieve the role of Web 3.0.
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