Analysis of user participation in the contents of institutional sites from the levels ofinteractivity

Abstract

This paper presents the results of a study which goal is to analyze how users can deal with the contents of institutional websites in different categories. To do this, nine institutional websites were analyzed, divided into three categories: those prioritize functional aspects, those of hedonic aspects and websites of a specific market segment (of footwear). It was also considered the division of the categories according to the levels of low, medium and high interactivity. The theoretical approach is about the content of an institutional website, the classification of levels of content interactivity and the concepts of collaborative content. After the application of the analytical study, we can understand about the type of action that the users have in the content of institutional websites and the relationship with different segments of companies.

Keywords
Interactivity; Collaborative content; Institutional site; Marketing; Analytical study