Perceptions of interactivity and consumer control in marketing communication: an exploratory survey of marketing communication professionals

The literature of marketing communication in the latter half of the 1990s offers evidence that interactive marketing is a significant presence in the field of marketing communication, and that control of interactive communication in many cases is passing into the hands of consumers.
  

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...

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