senders and receivers to build long term trust and cooperation. This plays a critical role in building relationships. Organizations also use interactive media to go further than basic marketing and develop more positive behavioral relationships. The use of interactive media, alongside immersive media, also has the additional benefit to providing further realism to creating relational bonds in virtual settings. Through the use of this technology, new types of relationships can be formed as well as strengthening preexisting ones. Disadvantages Public safety and distraction Interactive media has given way to new distractions which can lead to public safety issues. Digital distractions are heightened by the necessity for user input and response to media requests. Poor sleep habits Smartphones are a prevalent form of interactive media, and their excessive use can lead to bedtime procrastination. Mobile phone use that keeps individuals up at night causes adverse health effects such as fatigue and headaches. Influence on families The introduction of interactive media has greatly affected the lives and inner workings of families, with many family activities having integrated with technology quite seamlessly, allowing both children and parents to adapt to it as they see fit. However, parents have also become increasingly worried about the impact that it will have on their family lives. This is not necessarily because they are opposed to technology, but because they fear that it will lessen the time that they get to spend with their children. Studies have shown that although interactive media is able to connect families together when they are unable to physically, the dependence on this media also continues to persist even when there are opportunities for family time, which often leads the adults to believe that it distracts children more than it benefits them. Types Distributed interactive media The media which allows several geographically remote users to interact synchronously with the media application/system is known as Distributed Interactive Media. Some common examples of this type of Media include Online Gaming, Distributed Virtual Environment, Whiteboards which are used for interactive conferences and many more. Commercial interactive media Interactive medias assist in commercial ventures, such as those incorporating media using virtual and augmented technologies. Virtual tours is one demonstrated way in which interactive media is able to meet commercial needs and provide alternative revenue for business. Studies show that through the use of immersive, interactive media business are expected greater marketing impacts. Informational interactive media Media