Mapping Large International Corporations’ Interactive Web Utilization and Examining Variances in Web Interactivity

We propose an analytic framework to evaluate and map organizations’ interactive communication strategies on the Web. In discussing this approach, we analyzed large international corporations’ Web sites to demonstrate the utility of the proposed framework. We also examined data describing the relationships between such international corporations’ interactive Web utilization and various predictive factors. The results confirmed the recent evolution of large international corporations’ interactive communication strategies employed on their Web sites. Furthermore, the findings suggested that large international corporations’ interactive online communication strategies vary across industrial sectors and firm sizes in important ways.