cross cultural comparison of interactivity on internet service providers'(isp) websites between iran and malaysia

this study aims to examine the content of isps' websites in two countries, iran and malaysia. the sample contained 31 iranian and 19 malaysian websites. each website was content analyzed for use of various interactivity functions in three dimensions of consumer – message, consumer – marketer and consumer – consumer interactivity. our findings indicate that iranian websites tend to emphasize consumer – marketer interactivity (h2), whereas malaysian websites highlight consumer – message (h1) and consumer – consumer interactivity.