Characteristics of Content in Online Interactive Video and Design Strategy

Conference paper
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 156)


Online interactive video has increasingly attracted attention in the field of marketing. It is of certain practical significance to discuss issues concerned with interactive video content production. Compared with traditional linear video, online interactive video exists as a more sophisticated mode of content production and procedures. According to the analysis of the content features of online interactive video, this paper proposes some proposals related to the design of the interactive video content. It is hoped that the research conclusion can offer some beneficial enlightenment for the content production of online interactive video.


Online interactive video Characteristics of content Design strategy 


  1. 1.
    Cisco Visual Networking Index: Forecast and Trends 2017–2022 White Paper. Accessed 27 Feb 2019
  2. 2.
  3. 3.
    Rafaeli, S.: Interactivity: from new media to communication. In: Hawkins, R.P., Wiemann, J.M., Pingree, S. (eds.) Advancing Communication Science: MergingMass and Interpersonal Process, pp. 110–134. CA, Sage, Newbury Park (1988)Google Scholar
  4. 4.
    Deighton, J., Sorrell, M.: The future of interactive marketing. Harv. Bus. Rev. 74(6), 151–160 (1996)Google Scholar
  5. 5.
    Hoffman, D., Novak, T.: Marketing in hypermedia computer-mediated environments: conceptual foundations. J. Mark. 60(3), 50–68 (1996)CrossRefGoogle Scholar
  6. 6.
    King, E.: Redefining relationships: interactivity between news producers and consumers 4(4), 26–32 (1998)CrossRefGoogle Scholar
  7. 7.
    Louisa Ha, E., James, L.: Interactivity reexamined: a baseline analysis of early business web sites 42(4), 457–474(1998)Google Scholar
  8. 8.
    McMillan, S.J., Hwang, J.-S.: Measures of perceived interactivity: an exploration of the role of direction of communication. User Control Time Shap. Percept. Interact. 31(3), 29–42(2002)Google Scholar
  9. 9.
    Junyao, L., Yang, Y., Lan, P.: Interactive Video: New Ways of Presenting News. Press Circles (10), pp. 57–60 (2014)Google Scholar
  10. 10.
    Huanyi, L.: Interactive Analysis of Video Under the Background of Media Convergence. University of Jinan (2015)Google Scholar
  11. 11.
    Santeri, S., Ville, M., Kallioniemi, Jaakko, H., Markku, T.: Guidelines for designing interactive omnidirectional video applications. In: IFIP Conference on Human-Computer Interaction, LNCS, vol. 10516, pp. 263–272. Springer, Heidelberg (2017)Google Scholar
  12. 12.
    Deterding, S., Dixon, D., Khaled, R., Nacke, L.: From Game Design Elements to Gamefulness: Defining “Gamification”. In Proceedings of the 15th International Academic MindTrek Conference, pp. 9–15. Tampere, Finland (2011)Google Scholar
  13. 13.
    Werbach, K., Hunter, D.: For the Win: How Game thinking Can Revolutionize Your Business. Wharton Digital Press (2012)Google Scholar

Copyright information

© Springer Nature Singapore Pte Ltd. 2020

Authors and Affiliations

  1. 1.School of Journalism and CommunicationMinjiang UniversityFuzhouPeople’s Republic of China

Personalised recommendations