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What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness

What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness

Liu, Yuping; Shrum, L. J.

期刊名称Journal of Advertising
作者Liu, Yuping; Shrum, L. J.
卷第31卷
期第4期
印刷ISSN0091-3367
电子ISSN1557-7805
文件大小2069.38KB
发表时间2002-12
DOI10.1080/00913367.2002.10673685
页码53-64

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