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Journal of the Academy of Marketing Science
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From Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media

David W. Stewart

Paul A. Pavlou

University of Southern California

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.

Journal of the Academy of Marketing Science, Vol. 30, No. 4, 376-396 (2002)
DOI: 10.1177/009207002236912
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