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Seeing Is Believing? Perceptions of Interactivity in Company-Consumer Interactions on Social Networking Sites

2015, Master of Arts, Ohio State University, Communication.
Previous research on interactivity has focused on active engagement with a source and feature-based aspects of online platforms. This study seeks to clarify how merely viewing the interactions of others can meaningfully influence impressions of the source. Specifically, this study explores responsiveness and tailoring as key facets of interactivity. The results indicate that viewing specific types of interactions impact perceptions of interactivity. In addition, there is a significant indirect effect of the source providing responses to existing messages, through participants’ perceptions that they could receive a response, on attitudes toward the source and behavioral intention. There is also a significant indirect effect of the source providing tailored responses to existing messages, through participants’ perceptions that they could receive a tailored response, on assessment of quality of future interactions with the source, attitudes toward the source, and behavioral intention. The implications of this study’s results for interactivity, interactivity perceptions, and further research are discussed.
David DeAndrea, Ph.D. (Advisor)
Roselyn Lee-Won, Ph.D. (Committee Member)
43 p.

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Vendemia, M. (2015). Seeing Is Believing? Perceptions of Interactivity in Company-Consumer Interactions on Social Networking Sites . (Electronic Thesis or Dissertation). Retrieved from https://etd.ohiolink.edu/

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Vendemia, Megan. "Seeing Is Believing? Perceptions of Interactivity in Company-Consumer Interactions on Social Networking Sites ." Electronic Thesis or Dissertation. Ohio State University, 2015. OhioLINK Electronic Theses and Dissertations Center. 10 Dec 2017.

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Vendemia, Megan "Seeing Is Believing? Perceptions of Interactivity in Company-Consumer Interactions on Social Networking Sites ." Electronic Thesis or Dissertation. Ohio State University, 2015. https://etd.ohiolink.edu/

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