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43 In studying interactive media, Liu Y. (2001) identifies a four-dimensional structure of the interactivity: active control, two-way communication, freedom of choice, and felt synchronicity. Active control is characterized by voluntary and instrumental action that directly influences the controller's experience. The Internet features a network of linked contents (Hoffman and Novak 1996). In controlling such a nonlinear structure, users are able to customize the infor- mation flow and jump from one location in the network to another. In contrast, the linearity of a medium such as television makes it possible for a person to watch television without taking any action except to switch channels once in a while. (Yuping Liu; L J Shrum, 2002). Traditional media are somewhat effective in transmitting company messages to consumers but can hardly pass on messages in the other direction, from consumer to companies (Hoffman and Novak 1996). To gather information from consumers, a company must rely on other tools. The Internet changes this old way of marketing communication and makes instant feedback possi- ble. (Yuping Liu; L J Shrum, 2002). Synchronicity refers to the angle where users' input into a communication and the received response from the communication. Traditional media provide few channels for audience input. Even when they do (e.g., through readers' letters or telephone calls), the time elapsed between sending the input and receiving a response is usually quite long. In contrast, the Internet is able to make the communication much more synchronized.PDF Image | YouTube as an advertising platform
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