From consumer response to active consumer: Measuring the effectiveness of interactive media

David W. Stewart; Paul A. Pavlou

doi:10.1177/009207002236912

From consumer response to active consumer: Measuring the effectiveness of interactive media

David W. Stewart
, Paul A. Pavlou

University of Southern California

Research output: Contribution to journal › Review article › peer-review

Original language	English
Pages (from-to)	376-396
Number of pages	21
Journal	Journal of the Academy of Marketing Science
Volume	30
Issue number	4
DOIs	https://doi.org/10.1177/009207002236912
State	Published - Sep 2002
Externally published	Yes

ASJC Scopus Subject Areas

Business and International Management
Economics and Econometrics
Marketing

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AU - Pavlou, Paul A.

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From consumer response to active consumer: Measuring the effectiveness of interactive media

ASJC Scopus Subject Areas

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