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While the explosive growth of social network sites is a common phenomenon across many countries, the ways people use them and their reasons for doing so may differ depending on their social and cultural milieu, for fundamental values are divergent from culture to culture. This study is an attempt to examine how cultural contexts shape the use of(More)
The objective of this study is to clarify the conceptual problems that underlie current studies on the interactivity concept and interactive advertising effectiveness, and to develop a process-oriented framework for understanding the interaction between consumers – product-related websites as a continuous and reciprocal. In this study, we propose that the(More)