Interactivity in the electronic marketplace: An exposition of the concept and implications for research Academic Article uri icon


  • It is widely recognized that a better understanding of interactivity and its implications is essential for facilitating research focused on the emerging electronic market-place. However, deficiencies persist in our understanding of this important concept. Building on research in various fields of study (e.g., information systems, marketing, and computer-mediated communication), this article presents a conceptualization of interactivity from a marketplace perspective that is missing or inadequately articulated in the literature. Specifically, interactivity is conceptualized as a characteristic of computer-mediated communication in the marketplace that increases with the bidirectionality, timeliness, mutual controllability, and responsiveness of communication as perceived by consumers and firms. The article concludes with a research agenda focusing on issues relating to measurement, conceptual refinement, and management of interactivity in the electronic marketplace. Copyright 2005 by Academy of Marketing Science.

published proceedings


author list (cited authors)

  • Yadav, M. S., & Varadarajan, R.

citation count

  • 156

complete list of authors

  • Yadav, MS||Varadarajan, R

publication date

  • January 2005