From Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media

Journal of the Academy of Marketing Science (2002), 30 (4), 376-396, DOI: 10.1177t009207002236912

21 Pages Posted: 7 Mar 2016

See all articles by Paul A. Pavlou

Paul A. Pavlou

Temple University - Department of Management Information Systems; Temple University - Department of Strategic Management

David W. Stewart

University of Southern California - Marshall School of Business

Date Written: 2002

Abstract

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 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.

Suggested Citation

Pavlou, Paul A. and Stewart, David W., From Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media (2002). Journal of the Academy of Marketing Science (2002), 30 (4), 376-396, DOI: 10.1177t009207002236912. Available at SSRN: https://ssrn.com/abstract=2742324

Paul A. Pavlou (Contact Author)

Temple University - Department of Management Information Systems ( email )

1810 N. 13th Street
Floor 2
Philadelphia, PA 19128
United States

Temple University - Department of Strategic Management ( email )

Fox School of Business and Management
Philadelphia, PA 19122
United States

David W. Stewart

University of Southern California - Marshall School of Business ( email )

701 Exposition Blvd
Los Angeles, CA 90089
United States
213-740-5037 (Phone)

Register to save articles to
your library

Register

Paper statistics

Downloads
53
rank
371,410
Abstract Views
380
PlumX Metrics