Social Media

PERCEPTIONS OF INTERACTIVITY AND CONSUMER CONTROL IN MARKETING COMMUNICATION: AN EXPLORATORY reappraisal OF MARKETING COMMUNICATION PROFESSIONALS William N. Swain ABSTRACT: The literature of selling communion in the latter half of the 1990s offers proof that interactional market is a significant presence in the scene of action of trade dialogue, and that control of interactional communication in some(prenominal) cases is passing into the hands of consumers. Perceptions of the development of communication interactivity, and cadence of the outcomes of interactive market communication--both as a creation for amount marketing success and as a basis for ascertain marketing communication investment and agency compensation--are therefore countenance subjects for research inquiry. A survey was conducted among marketing communication executives and educators to investigate perceptions of the feed and future status of interactive and consumer-controlled interactive mark eting communication, the microscope stage of preparation for them, preferences for their measurement, and preferences for methods of compensating agencies for interactive marketing communication services.

Interactivity in upstart marketing communication media poses challenges for practitioners in fields cerebrate to marketing communication, and the volume of research on the Internet reflects the incident that the adult male Wide Web is still in its formative stages, in terms of its effectiveness as a marketing medium. produce research examples report studies and models of sack up site effectiveness (Yoon and Kim 2001), web advertising effectiveness (B! rackett and Carr 2001; Gallagher, Foster, and Parsons 2001; Shamdasani, Stanaland, and topaz 2001), web site truth (Holland and Baker 2001; Schultz and Bailey 2000), analysis of the marketing process (Cho, Lee, and Tharp 2001; Coviello, Milley, and Marcolin 2001; Dahlen 2001; Gatarski 2002; Stewart and Zhao 2000; Yoon and Kim 2001), and the importance of communion as a basis for...If you want to get a full essay, order it on our website: BestEssayCheap.com

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