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.

author list (cited authors)

  • Yadav, M. S., & Varadarajan, R.

citation count

  • 133

publication date

  • October 2005