2021-04-122016-11-010148296318737978WOS;000383936800037SCOPUS;2-s2.0-84965066095http://hdl.handle.net/10784/28605This article presents the Interactivity Model 2.0, which aims to support the communicative process of knowledge transfer 2.0 developed in organizations that follow a social business model. This model has its origin in SECI and Ba interaction models and in the Open Communication Interactivity Model. This study defines Interactivity building on two concepts: role and interaction. The study considers role as actors taking part in Knowledge Transfer Process 2.0, and interaction as the process of communication that enables a transfer. The research tests this model through a case study at a Colombian Information Technology Company. The results show the changes of the communicative process in social settings and allow the identification of a message, a role, the direction and control of a message, and the knowledge contributions of the various actors of the Knowledge Transfer Process 2.0. (C) 2016 Elsevier Inc. All rights reserved.enghttps://v2.sherpa.ac.uk/id/publication/issn/0148-2963Interactivity 2.0Knowledge Transfer 2.0Social businessinfo:eu-repo/semantics/article2021-04-12Giraldo Marín, L.M.Tabares Betancur, M.S.Joyanes Aguilar, L.10.1016/j.jbusres.2016.04.057