Analysis of the corporate identity web sites from the dimensions of interactivity

Ill ABSTRACT Analysis Of The Corporate Identity Web Sites From The Dimensions Of Interactivity Özgül İNAM Division of Advertising and Public Relations Anadolu University Institute of Social Sciences, August, 2002 Advisor: Asis. Prof. Dr. Ferruh UZTU? Web is the most popular component of the Internet. The use of this virtual communication medium for many purposes such as communication, sharing knowledge, entertainment, marketing, shopping etc. by consumers and by producers has been increasing every other day. This research is related with the determination of the interactivity level of the web sites. It has been carried out on the institutional identity web sites of organizations which marketing service, product and service plus product. Totally 30 web sites has been examined through the 5 dimensions of interactivity which are taken out from the literature. 15 of 30 sites are service, 1 1 for product and 4 for service plus product sites. Content analysis method used for the research. Existence of 50 features related with the 5 dimension of interactivity, searched thoroughly in these 30 sites. Comparing with the other media, the Internet is the most interactive one. Interactivity is the distinctive feature of the internet. Because of this feature, it has been used not only for the marketing communication activities, like advertisement, public relations, direct marketing and personnel selling, but also for the establishing institutional identity, and image or reinforce them. According to the findings of the research, entertainment dimension of interactivity has most interactive features. And the reaction dimension of the interactivity has the least interactive features.