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

University of Houston - C.T. Bauer College of Business

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)

University of Houston - C.T. Bauer College of Business

Houston, TX 77204-6021
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)

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