The Application of Activity Theory to Web-Mediated Communication

he Web is one of the fastest growing communication media and is increasingly being recognised as an effective marketing communications tool between firms and customers. One reason for its fast growth is the fact that a corporate Web site is a versatile communication medium for firms. For instance, a corporate Web site functions not only as advertising but also as public relations, sales promotion, customer service and online selling (Suh, Couchman and Lee, 2002). What is more, a corporate Web site utilises a variety of design elements such as text, images, audio, video etc. The Web enjoys several advantages over passive media like television. It is frequently argued that the Web is basically an interactive medium, so it enables users to get more involved. Unlike television viewers, Web users can choose viewing time and order. They can browse the Web at their own pace. As a result, Web users experience the feeling that they are in control (Markham, 1998). The Web also provides a real time feedback function. Many researchers have argued that immediate feedback improves understanding and commitment A corporate Web site is certainly different from traditional mass media. Likewise, in marketing Web-mediated T 6