Perceptions of interactivity and consumer control in marketing communication: an exploratory survey of marketing Communication Professionals
William N. SwainUniversity of Louisiana at Lafayette
INTRODUCTION
Interactivity in modern marketing communication media poses challenges for practitioners in fields related to marketing communication, and the volume of research on the Internet reflects the fact that the World Wide Web is still in its formative stages, in terms of its effectiveness as a marketing medium. Published research examples report studies and models of web site effectiveness (Yoon and Kim 2001), web advertising effectiveness (Brackett and Carr 2001; Gallagher, Foster, and Parsons...