Apendix 1.

Different Definitions of Interactivity in the Literature

Context*: Behavioral
or mediated Facets (either stated explicitly or implied in
Name Field interactivity Definition the discussion)

Alba et al. 1997 Marketing Interactive electronic “In defining Interactive Home Shopping, we • Response time
home shopping (mediated conceptualize interactivity as a continuous construct • Response contingency
interactivity). capturing the quality of two-way communication
between two parties.” Two facets are response time and
response contingency.
Bezjian-Avery, Advertising Advertising and marketing Interactive marketing is “the immediately iterative • Core dimension—ability to control information
Calder, and using interactive systems process by which customer needs and desires are [Hierarchical traversal versus linear presentation of
Iacobucci 1998 such as the Internet uncovered, met, modified and satisfied by the providing information.]
(mediated interactivity). firm.”
Burgoon et al. Information HCI, CMC, and FtF None. Structural properties that can help distinguish Three properties that create the qualitative
2000 systems communication (both FtF from HCI and CMC: participation, mediation, experience of interactivity:
behavioral and mediated contingency, media and information richness, • Interaction involvement
interactivity). geographic propinquity, synchronicity, identification, • Mutuality
parallelism, anthromorphism. Operationalized as • Individuation
“interaction involvement” and “mutuality.” [Interaction and mutual involvement are explored.]
Burgoon et al. Communication Emerging communication By “interactivity” is meant, in the media realm, some Dynamic qualities by which interactivity is
2002 technologies and FtF form of interdependent message exchange (based experienced as interactive:
(behavioral and mediated on Rafaeli 1988). Structural properties of media that • Degree of involvement
interactivity). enable interdependent interaction examined in this • Interaction ease
work: mediation, proximity, modality, and context • Mutuality
richness. [Others, such as richness, spontaneity,
expectedness, and desirability, may also have an
influence.]
Coyle and Advertising “Interactivity in Steuer’s (1992) definition is used: “[T]he extent to • Range
Thorson 2001 commercial Web sites” which users can participate in modifying the form and • Mapping
(mediated). content of a mediated environment in real time.” • Speed
Deighton 1996 Marketing Marketers’ use of the Web The term “interactive” points to two features of • Individual-level communication (as opposed to mass
to practice interactive communication: the ability to address an individual, and communication)
marketing (mediated the ability to gather and remember the response of that • Degree of contingency or responsiveness
interactivity). individual.Those two features make possible a third:
the ability to address the individual once more in a way
that takes into account his or her unique response.
Deighton 1997 Marketing Consumer marketing using Addressability and responsiveness make a medium • Addressability
the Internet; using database interactive. “Addressable” means the communication is • Responsiveness
technologies interphased directly addressable to individuals (not broadcast to all
with Internet technologies who can receive it); responsiveness means it is alert to
(mediated interactivity). the receiver’s response (it is no longer indifferent to its
effect on the receiver). (continues)
 Table 1 (continued )
Context*: Behavioral
or mediated Facets (either stated explicitly or implied in
Name Field interactivity Definition the discussion)

Evans and Strategy Strategy and the Interactivity is one aspect of richness of information; it • Dialogue
Wurster 1997 economics of information refers to dialogue as opposed to monologue.
(mediated interactivity).
Heeter 2000 Communication New media with particular Interactivity not defined. An interaction is an episode • Actions followed by reactions
reference to “designed or series of episodes of physical actions and reactions
mediated experiences” of an embodied human with the world, including the
(mediated interactivity, environment and objects and beings in the world;
based on behavioral conceptualization of interactivity is based on this. Focus
interactivity). only on “physical interactivity” (actions and reactions
that can be observed), as opposed to perceived
interactivity.
Hoffman and Marketing Computer-mediated Use Rafaeli’s definition: “Interactivity is an expression • Feedback
Novak 1996 communication (mediated of the extent that in a given series of communication
interactivity). exchanges, any third (or later) transmission (or
message) is related to the degree to which previous
exchanges referred to even earlier transmissions.”
Liu and Shrum Advertising “The emphasis of the “The degree to which two or more communication • Two-way communication
2002 current definition is on parties can act on each other, on the communication • Active control
providing a concrete medium, and on the messages and the degree to which • Synchronicity. [Note: “system responsiveness is
picture of consumers’ such influences are synchronized.” essential” to this dimension.]
on-line communication”
(mediated).
McMillan and Advertising WWW (mediated). None. Different definitions in the literature are • Direction of communication (encompassing the
Hwang 2002 reviewed. concepts of responsiveness and exchange)
• User control (“the way humans control computers
and other new media”)
• Time
Neuman 1991 Communication New media (mediated “[T]he quality of electronically mediated • Control over the communication process
interactivity). communication characterized by increased control
over the communication process by both the sender
and the receiver, either can be a microprocessor.”
Newhagen and Communication Communication on “[T]he extent to which communication reflects back • Feedback
Rafaeli 1996 the Internet (mediated on itself, feeds on and responds to the past.”
interactivity).
 Rafaeli 1988 Communication Mediated interactivity of “Interactivity is an expression of the extent that in a • Feedback
CMCs; FtF (behavioral) given series of communication exchanges, any third • Responsiveness [implied]
interactivity also. (or later) transmission (or message) is related to the
degree to which previous exchanges referred to even
earlier transmissions.” Interactivity merges speaking
with listening (Rafaeli 1997).
Rogers 1986 Communication New communication “The capability of new communication systems (usually • Feedback
technology technologies (mediated containing a computer as one component) to talk back
interactivity) to the user, almost like an individual participating in a
conversation.”
Steuer 1992 Communication Virtual reality (mediated “[T]he extent to which users can participate in • Speed of response
interactivity) modifying the form and content of a mediated • Range—the number of parameters that can be
environment in real time” (p. 84). Speed of response is modified
one important characteristic. Number of parameters • Mapping—the way in which human actions
that can be modified (range) is another factor are connected to actions within a mediated
contributing to interactivity, referring to the amount environment
of change that can be effected on the mediated
environment. Finally, mapping affects interactivity,
referring to the way in which human actions are
connected to actions within a mediated environment.
Williams, Rice, Communication Communication systems “The degree to which participants in a communication • Control
and Rogers (mediated interactivity) process have control over, and can exchange roles, in • Exchange of roles
1988 their mutual discourse is called interactivity.” • Mutual discourse
Zack 1993 Information Mediated interactivity of No definition. Bases discussion on interaction theory • Channel bandwidth
systems communication media in the sociology literature, and Rogers’s (1986) • Degree of personalization or social presence
and (behavioral) FtF interactive model of the communication process, • Structural organization of interaction (e.g.,
interactivity. defined as one in which “participants create and share continuous feedback)
information with one another in order to reach a
mutual understanding.”

Note: HCI = human–computer interaction; CMC = computer-mediated communication; FtF = face-to-face; WWW = World Wide Web.
* The original context of each definition is important. For an explanation of behavioral and mediated interactivity, please see the “Background” section. Briefly, behavioral interactivity refers to
face-to-face (nonmediated) interactivity: mediated interactivity refers to technology-mediated interactivity.

Source: Johnson, G. J., Bruner II, G.C, & Kumar, A. (2006). Interactivity and its facets revisited. Journal of Advertising;
Appendix 2.1. Human to Human interaction.

Source: David Armano (2008a)

Apendix 2.2 Social media introduce new models of value creation

Source: MIG (2007)

Apendix 2.3. Influence ripples.

Source: David Armano (2008b)

Appendix 2.4

Source: http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
Appendix 2.5. The 4 C’s of blogging.

Source: David Armano (2008c) http://darmano.typepad.com/logic_emotion/2008/04/micro-interacti.html

Appendix 2.6.

Source: Lawer (2006) http://chrislawer.blogs.com/chris_lawer/2006/05/eight_styles_of.html

Appendix 3.1. The questionnaire

Consumer research: The influence of Social Media and Web 2.0 applications on marketing communications - the
UK consumer's perspective

The questionnaire should take no longer than two (2-3) minutes to complete. All data collected will be strictly confidential and used for academic purpose only!

1. Gender

Male Female

2. Age

15-24 25-34 35-44 Over 45

3. Your income (annual):

Over £ 70 000

£45 000 - 70 000

£ 25 000 - 45 000

£ 10 000 - 25 000

£ 10 000 or less

4. Time per week spent on Social Media Sites (Blogs; Social networks (Facebook and etc.); Content Communities (YouTube, Flickr, Wikipedia, and etc.) Forums,
RSS)
Less than 1 Hour 1 - 3 Hours 4 - 6 Hours

7 - 9 Hours 10 - 20 Hours More than 20 Hours

5. Social Media sites, applications and tools I use: (IMPORTANT! must change the place for at least one of the options - rank them from the most used to the least used)

Blogs

Micro Blogs (Twitter, Plurk and etc.)

Social Networks (Facebook, MySpace, Bebo and etc.)

Content communities (Youtube, Flickr, Wikipedia, Digg, Slideshare, Delicious and etc.)

Forums / bulleting boards ( epinions, ReviewCenter and etc.)

Content aggregators (sites based on personalized RSS and Widgets - iGoogle, My Yahoo, Netvibes, and etc.)

6. Using at (please tick all that aplicable):

Home Work

School / University On the Go (Mobile phone, iPod and etc.)

7. How are you using Social Media properties? You are:

"Creator" - Publish a blog/website; upload your created videos/music; write articles or stories and post them;

"Critic" - Post ratings/reviews; comment on blogs and forums; contribute to articles or wikis.

"Collector" - Use RSS feeds, add tags to web pages or photos;

"Joiner" - Maintain a profile/ an account on social media site (Social network, Content community);

"Spectator" - Read blogs or customer reviews, watch video or listen to audio (podcasts);

8. Are you a member of any online community?

Yes

No
9. What kind of content do you prefer to interact with (share, rate, comment) ?
User Generated Content (Blogs, Wikis, Content posted by other users (audio/video))

Company provided content (Tv/Radio shows, Newspapers, Company's Newsletters)

A mixture of both (i.e Blogs in "Guardian" or "IBM" website)

No difference

10. First Step. You are most likely to start interacting/communicating with the company through social media properties (Blogs, Social Networks, Content Comunitiese
(YouTube, Flickr) and etc.) if:
Company provides me with information about the possibility to do that

I approach the company on social media site myself

Friends recommend me to do that

Other

11. What are the reasons that keep you engaged with the company through social media properties? (please tick all that applicable)
The are different tools and platforms provided by the company (Social network, Blog , Wiki and etc.)

The content is relevant to me

The content is popular among other users or friends

The content is updated frequently

There is a reword for participation

Other
12. What are the personal reasons to participate in conversation or interact with company through Web 2.0? (maximum 3 answers)
Personal satisfaction and actualization (express myself)

Brand myself

Develop myself

The feeling of power and influence

Sense of belonging to the community

Possible reward from the company

13. Web 2.0 applications and services should be used by company to approach me for these purposes:
Strongly Agree Agree Undecided Disagree Strongly Disagree
Advertising & PR

Branding

Selling

Custumer service
Product or Service co-
creation
Market research
Creating and maintaining
relationship
Generating feedback
(reviews,
recommendations)
14. How would you like to interact with the company through Social Media sites? (On which platforms - what type of content you would like to find/share)
Audio (i.e. Graphich (i.e. Text (i.e
Video
podcasts) pictures) comments)
Blogs
MicroBlogs (Twiter and
etc.)Video
Social Networks
Content Networks (Wiki,
Youtube, Flickr and etc.)
Oppinions Networks
(Review sites and etc.)
RSS

Widgets

15. After the interaction between company and you through social media properties you are more likely: (please tick all that applicable)
interact more with the company

buy more products from the company

recommend the company to your friends

trust the company more (enter into better relationship)

be encouraged to interact with other companies through Web 2.0

other
16. The main obstacles to interact with the company on Social Media sites:

Privacy concerns

Time consuming

Poor content (only branded content, untrusted sources and etc.)

Technical capabilities (don't know how to do that - crate a blog or etc.)

Not enough information about the platforms and applications

Do not want to share any information with strangers

Other

17. Please say if you are agree or dissagree with each of the following statements?
Strongly Strongly
Agree Undecided Disagree
Agree Disagree
I am willing to give personal information in
order to receive better (customized, direct)
content/messages or service
The advertising messages received through
the social media sites are more relevant than
through other channels
The messages received through social media
from - the users - are very likely to adjust my
attitudes towards products or services
The messages received through social media
from - the company - are very likely to adjust
my attitudes towards products or services
The messages received through social media
stimulates you to spread them (Word of
Mouth)?
18. The most memorable messages for me are delivered through theses media channels: (combination of 3 options)

TV

Press

Radio

Internet (Banners, advertisments on search)

Internet with Social Media applications (based on conversations)

Outdoor advertisments (Bilboards and etc.)

WOM (Word of Mouth)

19. My chances to remember the message are increased by (IMPORTANT! must change the place for at least one of the options - rank them by navigating the arrows)
:

1]
The content of the messages

2]
The number of channels used (i.e. Tv + Newspaper + Internet + Mobile)

3]
The single channel itself (i.e. Tv, Radio, Internet)

4]
The tools delivering the message (Social media, Advertising, Pr and etc.)
Appendix 4.1. The technographic groups of Web 2.0 Citizens in the US.

Source: (Li and Bernoff, 2008)

Appendix 4.2. What kind of content do you prefer to interact with (share, rate, comment) ?

Appendix 4.3. The reasons to start interacting/communicating with the company through social media properties
Appendix 4.4. What are the reasons that keep you engaged with the company through social media properties?

Appendix 4.5. What are the personal reasons to participate in conversation or interact with company through Web 2.0?
Appendix 4.6. The actions after the interaction between company and consumer on SMP.

Appendix 4.7. The main obstacles to interact with the company on Social Media sites:
 Appendix 4.8. SMP used vs. The actions after the interaction (company-consumer)

Anova: Two-Factor Without Replication

SUMMARY Count Sum Average Variance

Blogs 5 47 9.4 14.8
Micro Blogs 5 30 6 48
Social Networks 5 56 11.2 18.2
Content communities 5 77 15.4 68.3
Forums / bulleting boards 5 8 1.6 1.8
Content aggregators 5 27 5.4 1.3

interact more with the company 6 65 10.83333 66.56667

buy more products from the company 6 40 6.666667 19.46667
recommend the company to your friends 6 68 11.33333 44.66667
trust the company more 6 56 9.333333 43.46667
be encouraged to interact with other companies through Web 2.0 6 16 2.666667 5.066667

ANOVA
Source of Variation SS df MS F P-value F crit
Rows 592.5667 5 118.5133 7.807202 0.000325 2.71089
Columns 306 4 76.5 5.039526 0.005651 2.866081
Error 303.6 20 15.18

Total 1202.167 29

Appendix 4.8.1. The most selected answers.

Interact more Be encouraged to interact

with the Buy more products from Recommend the company to your with other companies
company the company friends Trust the company more through Web 2.0
Blogs 13 9 11 11 3
Micro Blogs 4 4 18 4 0
Social Networks 13 9 16 13 5
Content communities 25 13 16 20 3
Forums / bulleting boards 3 1 1 3 0
Content aggregators 7 4 6 5 5
Appendix 4.9. The relationship between SMP used vs. Wanted communications from the company.

Anova: Two-Factor Without Replication

SUMMARY Count Sum Average Variance

Blogs 8 134 16.75 12.78571
Micro Blogs 8 38 4.75 0.785714
Social Networks 8 134 16.75 16.21429
Content communities 8 168 21 24.85714
Forums / bulleting boards 8 26 3.25 1.071429
Content aggregators 8 64 8 5.142857

Advertising & PR 6 72 12 82.4

Branding 6 67 11.16667 60.16667
Selling 6 39 6.5 16.3
Custumer service 6 81 13.5 63.5
Product or Service co-creation 6 67 11.16667 45.36667
Market research 6 73 12.16667 63.36667
Creating and maintaining relationship 6 79 13.16667 55.76667
Generating feedback (reviews, recommendations) 6 86 14.33333 83.46667

ANOVA
Source of Variation SS df MS F P-value F crit
Rows 2167 5 433.4 82.1426 2.5E-18 2.485143
Columns 241.3333 7 34.47619 6.534296 5.81E-05 2.285235
Error 184.6667 35 5.27619

Total 2593 47

Appendix 4.9.1. The most selected answers.

Customer Maintaining Generating

Advertising & PR Branding Selling service relationship feedback
Blogs 17 15 9 17 18 21
Micro Blogs 4 4 4 6 5 6
Social Networks 13 16 9 21 19 20
Content communities 27 22 12 23 22 26
Opinion networks 3 2 2 4 5 4
Content aggregators 8 8 3 10 10 9
Appendix 4.10.The relationship between the influence on the consumer attitudes and Web 2.0 applications

F-Test Two-Sample for Variances

The messages received through

social media from - the users -
are very likely to adjust my
attitudes towards products or
Social Media services
Mean 3.28 3.55
Variance 2.425858586 0.835858586
Observations 100 100
Df 99 99
F 2.90223565
P(F<=f) one-tail 1.17054E-07
F Critical one-tail 1.394061258

The messages received through

social media from - the company -
are very likely to adjust my attitudes
Social Media towards products or services
Mean 3.28 3.11
Variance 2.425858586 0.866565657
Observations 100 100
df 99 99
F 2.799393869
P(F<=f) one-tail 2.83604E-07
F Critical one-tail 1.394061258

ANOVA
Source of
Variation SS df MS F P-value F crit
Rows 125.22 99 1.264848 2.890582 1.29347E-07 1.394061
Columns 9.68 1 9.68 22.12188 8.30132E-06 3.937117
Error 43.32 99 0.437576

Total 178.22 199

Appendix 4.11. The initiatives to communicate through SMP triggers the positive word of mouth.

Anova: Single Factor

SUMMARY
Groups Count Sum Average Variance
2 100 214 2.14 0.747879
3 100 365 3.65 1.118687

ANOVA
Source of Variation SS df MS F P-value F crit
Between Groups 114.005 1 114.005 122.1548 1.99E-22 3.888853
Within Groups 184.79 198 0.933283

Total 298.795 199

Appendix 4.12. The initiator of conversation and media channel preferred by the consumer analysis

Anova: Two-Factor Without Replication

SUMMARY Count Sum Average Variance

16 6 58 9.666667 22.26667
32 6 82 13.66667 42.26667

12 2 29 14.5 12.5
4 2 9 4.5 4.5
3 2 28 14 2
16 2 29 14.5 40.5
6 2 11 5.5 0.5
19 2 34 17 32

ANOVA
Source of
Variation SS df MS F P-value F crit
Rows 48 1 48 5.454545 0.066753 6.607891
Columns 278.6667 5 55.73333 6.333333 0.032 5.050329
Error 44 5 8.8

Total 370.6667 11
Appendix 4.13. The technographics of the consumer and the preferred media channel analysis.

Anova: Two-Factor Without Replication

SUMMARY Count Sum Average Variance

Creator 7 44 6.285714 15.2381
Critic 7 29 4.142857 7.809524
Collector 7 21 3 2.666667
Joiner 7 109 15.57143 71.95238
Spectator 7 64 9.142857 30.80952

TV 5 70 14 106
Press 5 41 8.2 23.7
Radio 5 12 2.4 4.3
Internet 5 30 6 21
Internet SM 5 45 9 38.5
Outdoors Advertisements 5 18 3.6 8.3
WOM 5 51 10.2 47.7

ANOVA
Source of Variation SS df MS F P-value F crit
Rows 705.3143 4 176.3286 14.45881 3.84E-06 2.776289
Columns 478.1714 6 79.69524 6.534947 0.000345 2.508189
Error 292.6857 24 12.19524

Total 1476.171 34

Appendix 4.13.1 The most selected answers.

Internet Outdoors
TV Press Radio Internet SM Advertisements WOM
Creator 10 5 2 6 11 1 9
Critic 8 5 1 1 6 2 6
Collector 4 4 0 3 5 2 3
Joiner 30 13 5 13 19 8 21
Spectator 18 14 4 7 4 5 12