emergence. See emerge

exchange structures, 50, 52–53, 62, 88, 106

group-generalized exchange (G_EX),, 52–53

network-generalized exchange (N_EX),, 52–53

expected utility, 50

familiarity with communicating with others through the Internet, 81, 84–89, 94–95

forms of communication

many-to-many communication, 5, 8, 24–27, 40, 62, 71

one-to-many communication, 24–26

one-to-one communication, 13, 24–26, 31, 57

forms of exchange

generalized exchange, 48–49, 52–53, 56, 62

restricted (or balanced) exchange, 48

free-ride, 51–52, 99, 101

Greenhouse–Geisser’s adjusted degrees of freedom, 89

group identity, 65–69, 78, 80, 84, 94–96, 101–102

group size, 47, 54–55, 61–63, 68, 71, 76–77, 85–89, 91–94, 99–100, 106

heterophilious, 4, 29

homophilious, 4, 29

information technology, 1

interaction in online environment

human-human interaction, 14

human-machine interaction, 14

human-message interaction, 14

interactive advertising, 2, 8–9, 13–15, 18, 21–22, 24–25

interactivity, 2–3, 13–19, 21–22, 24–26, 33, 110

interactivity as a process, 18

interactivity as a product, 18

machine interactivity, 25–26

mechanical approach, 15

perceived interactivity, 16

person interactivity, 26

Type I interactivity, 21–22

Type II interactivity, 21–22

interpersonal communication, 23, 28, 31

invisible hand, 42

involvement, 17, 33, 72, 74–75, 78, 80, 84–85

jointness of supply, 7, 43, 46

knowledge

objective knowledge, 81

prior experience, 81

subjective knowledge, 81

longitudinal stability, 98

Mauchly’s test statistic W, 89

market influencers

market maven, 39

opinion leader, 39, 103–105