From Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media
| Year of publication: |
2002
|
|---|---|
| Authors: | Stewart, David W. ; Pavlou, Paul A. |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 11878654. - Vol. 30.2002, 4, p. 376-396
|