Interactivity of Digital Media: Literature Review and Future Research Agenda

Interactivity of Digital Media: Literature Review and Future Research Agenda

Jose Pius Nedumkallel (College of Business, Clemson University, USA)
DOI: 10.4018/IJICST.2020010102


This study reviews the literature on interactivity, a concept which is widely discussed in the context of media, communication, and information systems research. Extant research in these areas suggests that the concept needs timely explication with changes in mediated technologies. In this context, this study reviews the theoretical definitions of interactivity and discusses their relevance and shortcomings in the current scenario. The study also reviews past research works in interactivity based on the type of digital media. The study has categorized the interactivity literature into news, politics, health, e-commerce, mobile communication, and social media. Finally, the study has given directions for future research in each of these areas.
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Review Methodology

We made a comprehensive search for past research works related to interactivity in research databases such as Web of Science database, Science Direct, Taylor & Francis, Sage Journals, Wiley Online Library, and Emerald Journals. The search period covers works of literature up to February 2019. The keyword used for searching was “interactivity.” From the search results, we selected articles related to media, communication, psychology, information technology, and marketing. We ignored research works related to sociology and clinical psychology which are found to be irrelevant for this study. In total, we found 108 papers from academic journals and 6 from conference proceedings. We excluded dissertation papers and other articles published on the internet. After reviewing the literature, we developed a framework that categorizes the articles based on the digital media taken for the study (Table 2). First, we identified and reviewed all the seminal works in the area and commented its relevance in the present scenario in which mediated technology is changing abruptly. All such papers are listed in (Table 1).

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