This paper explores user views on the way in which interactive e-branding techniques are perceived. A survey consisting of 100 respondents was contacted to address the questions relating to the topic. It was found that current techniques may improve the effectiveness, efficiency and user satisfaction. The paper discusses the findings and concludes with recommendations for further work to improve the overall user experience through interactivity. Virtual shopping assistance was also identified as a factor that can aid users further to resolve problems during their online engagement.
['Dimitrios Rigas', 'Hammad Hussain']
Interactive e-Branding in e-Commerce Interfaces: Survey Results and Implications