Figure 1.
This flowchart depicts a model involving a stimulus leading to an organism, which results in a response. It shows two main categories of interactivity: one includes active control, two-way communication, and synchronicity, while the other includes co-experience, participation, cognitive communion, and resonant contagion. Arrows indicate the relationships between interactivity components and consumer trust, marked with hypotheses (H 1 a, H 1 b, H 1 c, H 2 a, H 2 b, H 2 c) leading to consumer engagement. Each element and relationship is outlined in rectangular boxes, creating a structured presentation of interactions and outcomes in consumer behaviour.Conceptual framework