From Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media
Traditional measures of the effectiveness of marketing communications suggest a specific process by which marketing actions influence consumers. This study offers a broader philosophical perspective on measuring the effectiveness of marketing communications that focuses on interaction as the unit of...
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| Published in | Journal of the Academy of Marketing Science Vol. 30; no. 4; pp. 376 - 396 |
|---|---|
| Main Authors | , |
| Format | Journal Article |
| Language | English |
| Published |
New York
Springer Nature B.V
01.10.2002
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| Subjects | |
| Online Access | Get full text |
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| Abstract | Traditional measures of the effectiveness of marketing communications suggest a specific process by which marketing actions influence consumers. This study offers a broader philosophical perspective on measuring the effectiveness of marketing communications that focuses on interaction as the unit of analysis, rather than the behavior of either the marketer or the consumer. Structuration theory is discussed and offered as a viable foundation for the identification, selection, and evaluation of new measures of effectiveness in an interactive context among active, goal-driven consumers and marketers. Structuration theory focuses on the emergence and evolution of the structure of interaction, which is posited as a critical factor in devising, selecting, and evaluating new measures of the effectiveness of marketing communications. This view broadens the potential set of measures of effectiveness of interactive marketing communications, implying alternative meanings for measures under different interaction structures and combinations of goal states. |
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| AbstractList | Traditional measures of the effectiveness of marketing communications suggest a specific process by which marketing actions influence consumers. This article offers a broader philosophical perspective on measuring the effectiveness of marketing communications that focuses on interaction as the unit of analysis, rather than the behavior of either the marketer or the consumer. Structuration theory is discussed and offered as a viable foundation for the identification, selection, and evaluation of new measures of effectiveness in an interactive context among active, goal-driven consumers and marketers. Structuration theory focuses on the emergency and evolution of the structure of interaction, which is posited as a critical factor in devising, selecting, and evaluating new measures of the effectiveness of marketing communications. This view broadens the potential set of measures of effectiveness of interactive marketing communications, implying alternative meanings for measures under different interaction structures and combinations of goal states. Traditional measures of the effectiveness of marketing communications suggest a specific process by which marketing actions influence consumers. This study offers a broader philosophical perspective on measuring the effectiveness of marketing communications that focuses on interaction as the unit of analysis, rather than the behavior of either the marketer or the consumer. Structuration theory is discussed and offered as a viable foundation for the identification, selection, and evaluation of new measures of effectiveness in an interactive context among active, goal-driven consumers and marketers. Structuration theory focuses on the emergence and evolution of the structure of interaction, which is posited as a critical factor in devising, selecting, and evaluating new measures of the effectiveness of marketing communications. This view broadens the potential set of measures of effectiveness of interactive marketing communications, implying alternative meanings for measures under different interaction structures and combinations of goal states. |
| Author | Stewart, David W Pavlou, Paul A |
| Author_xml | – sequence: 1 givenname: D. W. surname: Stewart fullname: Stewart, D. W. – sequence: 2 givenname: P. A. surname: Pavlou fullname: Pavlou, P. A. |
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| Title | From Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media |
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