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Measuring interactive marketing communication : conceptual foundations and empirical operationalizations
Stewart, David W.; Pavlou, Paul A. - In: Internet advertising : theory and research, (pp. 225-257). 2007
Persistent link: https://www.econbiz.de/10003530851
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Message and media : the future of advertising research and practice in a digital environment
Koslow, Scott; Stewart, David W. - In: International journal of advertising : the review of … 41 (2022) 5, pp. 827-849
Persistent link: https://www.econbiz.de/10013209442
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Master of marketing measurement : Margaret Henderson Blair on marketing accountability
Blair, Margaret Henderson - 2021
Persistent link: https://www.econbiz.de/10012321737
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From Consumer Response to Active Consumer : Measuring the Effectiveness of Interactive Media
Pavlou, Paul A. - 2016
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...
Persistent link: https://www.econbiz.de/10012997485