Perceived online interactivity and attitude towards blogs

Dilip Mutum, Ezlika Ghazali

Research output: Chapter in Book/Report/Conference proceedingConference PaperOtherpeer-review


Given the profound implication of blogs for marketing communication and consumers, this paper identifies dimensions of perceived interactivity of blogs as the salient factors that are likely to influence consumer attitudes towards blogs. It represents an attempt
to empirically test the relationship between perceived interactivity and attitudes towards blogs. More specifically, this paper seeks to answer the question whether perceived interactivity influences
the blog visitors' attitudes toward the blogs. Data was collected using the online survey method. Principal component analysis of the perceived interactivity construct resulted in the extraction of, three factors. On the other hand, all the items in the attitude towards blog scale loaded into one factor. Regression analysis shows that the two dimensions of perceived interactivity, namely perceived responsiveness and perceived communication, are positively related to attitude towards blogs and that perceived responsiveness has a slightly higher impact in predicting attitude towards blogs.
Original languageEnglish
Title of host publicationProceedings of the Academy of Marketing Annual Conference 2010
PublisherCoventry University
Number of pages9
Publication statusPublished - 2010
Externally publishedYes
EventAcademy of Marketing Conference 2010 - Coventry, United Kingdom
Duration: 6 Jul 20108 Jul 2010
Conference number: 43rd


ConferenceAcademy of Marketing Conference 2010
Abbreviated titleAM 2010
Country/TerritoryUnited Kingdom

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