PT - JOURNAL ARTICLE AU - Hilde Voorveld AU - Peter Neijens AU - Edith Smit TI - The Interactive Authority of Brand Web Sites AID - 10.2501/S0021849910091452 DP - 2010 Sep 01 TA - Journal of Advertising Research PG - 292--304 VI - 50 IP - 3 4099 - http://www.journalofadvertisingresearch.com/content/50/3/292.short 4100 - http://www.journalofadvertisingresearch.com/content/50/3/292.full SO - J Advert Res2010 Sep 01; 50 AB - This study aims to develop a new coding instrument to examine the interactivity of the Web sites of brands. A new instrument contains 47 interactive functions and is directly linked to theory on interactivity. To test the applicability of the instrument, the study investigates the interactivity of 66 American and 66 Dutch Web sites by means of a content analysis. Results show that the instrument can be used in different contexts. In addition, the content analysis discloses interesting differences between American and Dutch Web sites and between Web sites of different types of products. Practitioners can use the instrument to assess the interactivity of their own Web sites.