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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

Yuping Liu and L. J. Shrum

期刊名称Journal of Advertising
作者Yuping Liu and L. J. Shrum
卷第31卷
期第4期
印刷ISSN0091-3367
文件大小2687.41KB
发表时间2002
DOI10.2307/4189237
页码53-64

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