ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 Perceived Online Interactivity of Blogs Dilip Mutum, Warwick Business School Ezlika Ghazali, Warwick Business School This study represents a fresh attempt to operationalise and empirically test the perceived interactivity construct. It adds to the understanding of the perceived interactivity construct as a vehicle for engagement with consumers via blogs from the marketing communications perspective. The results reveal three distinct dimensions, namely, perceived communication, perceived responsiveness and perceived control. Apart from ‘perceived control’, the other dimensions of perceived interactivity show high internal consistency. This is an interesting finding, as previous studies have shown perceived control to be the most important dimension of this latent construct. Some further research issues have also been suggested in this paper. [to cite]: Dilip Mutum and Ezlika Ghazali (2011) ,"Perceived Online Interactivity of Blogs ", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 354-359. [url]: http://www.acrwebsite.org/volumes/1007071/eacr/vol9/E-09 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.