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Seeking to understand interactivity in church websites
Unformatted Document Text:  Seeking to understand interactivity in church websites c) How do these findings compare to the sample of sites evaluated by McMillan, et al. (2008). RQ3: Within the context of human-to-human interactivity: a) What is the overall distribution of features that allow for organization-to- individual and individual-to-individual communication and are they more likely to be asynchronous or synchronous? b) How well do each of these subtypes of human-to-human interactivity predict the overall interactivity at the site? c) How do these findings compare to the sample of sites evaluated by McMillan, et al. (2008). RQ4: To what extent do churches use new social media? RQ5: Within the context of human-to-content interactivity: a) Are users more likely to be allowed the opportunity to add content or customize content? b) How well do each of these sub-types of human-to-content interactivity pre- dict the overall level of human-to-content interactivity at the site? Method Sample Selection To examine the research questions posed by this study, a content analysis was conducted on a sample of 100 church websites. A sample of 100-102 websites has been used in previous studies concerning church websites (Hoy & Phelps, 2001) and with the coding tool used in this study (McMillan, et al., 2008). Since the trends cited in this study focus on interactivity of Christian websites in America, the websites selected for analysis were U.S church websites. The sampling frame consisted of all of the sites listed at ‘achurchdirectory.com’ (http://achurchesdirectory.com/directory/). Each time a user refreshes the site, a new list of 13

Authors: Broaddus, Matthew.
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Seeking to understand interactivity in church websites
c) How do these findings compare to the sample of sites evaluated by McMillan, et al. (2008). 
RQ3: Within the context of human-to-human interactivity:
a) What is the overall distribution of features that allow for organization-to- individual and 
individual-to-individual communication and are they more likely to be asynchronous or 
synchronous?
b) How well do each of these subtypes of human-to-human interactivity predict the overall 
interactivity at the site?
c) How do these findings compare to the sample of sites evaluated by McMillan, et al. (2008). 
RQ4: To what extent do churches use new social media? 
RQ5: Within the context of human-to-content interactivity:
a) Are users more likely to be allowed the opportunity to add content or customize content? 
b) How well do each of these sub-types of human-to-content interactivity pre- dict the overall 
level of human-to-content interactivity at the site? 
Method
Sample Selection
To examine the research questions posed by this study, a content analysis was conducted on 
a sample of 100 church websites. A sample of 100-102 websites has been used in previous 
studies concerning church websites (Hoy & Phelps, 2001) and with the coding tool used in this 
study (McMillan, et al., 2008). Since the trends cited in this study focus on interactivity of 
Christian websites in America, the websites selected for analysis were U.S church websites. The 
sampling frame consisted of all of the sites listed at ‘achurchdirectory.com’ 
(http://achurchesdirectory.com/directory/). Each time a user refreshes the site, a new list of 
13


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