5th Americas Conference on Information Systems, 1999
Based on (1) the conceptual analysis of several perspectives on communication richness and (2) th... more Based on (1) the conceptual analysis of several perspectives on communication richness and (2) the results of a small experiment utilizing college students, it is argued that a critical social theory (CST) perspective by Habermas provides marketing communication researchers with a strong conceptual frame of reference which can lead to better understanding of the Internet marketing communication effectiveness. It is thus proposed that future communication research be conducted with communication context taken into consideration. Marketing Communication Effectiveness As one of the basic instruments of marketing, marketing communication is concerned with (1) informing targeted consumers about a tangible/service product's competitive superiority and (2) persuading them into purchasing the product (Dickson 1994). Thus, marketing communication includes both personal (e.g. direct, face-to-face communication between a sales associate and a potential customer in a department store) and non-personal communication (e.g. indirect advertisement via a mass medium; point-of-sales display, etc.) activities. In this context, a marketing communication process model (Kotler 1994) depicted in Figure 1 has provided marketing communication researchers with a conceptual frame of reference whereby they test the effectiveness of various marketing communication tools.
Based on (1) the conceptual analysis of several perspectives on communication richness and (2) th... more Based on (1) the conceptual analysis of several perspectives on communication richness and (2) the results of a small experiment utilizing college students, it is argued that a critical social theory (CST) perspective by Habermas provides marketing communication researchers with a strong conceptual frame of reference which can lead to better understanding of the Internet marketing communication effectiveness. It is thus proposed that future communication research be conducted with communication context taken into consideration
5th Americas Conference on Information Systems, 1999
Based on (1) the conceptual analysis of several perspectives on communication richness and (2) th... more Based on (1) the conceptual analysis of several perspectives on communication richness and (2) the results of a small experiment utilizing college students, it is argued that a critical social theory (CST) perspective by Habermas provides marketing communication researchers with a strong conceptual frame of reference which can lead to better understanding of the Internet marketing communication effectiveness. It is thus proposed that future communication research be conducted with communication context taken into consideration. Marketing Communication Effectiveness As one of the basic instruments of marketing, marketing communication is concerned with (1) informing targeted consumers about a tangible/service product's competitive superiority and (2) persuading them into purchasing the product (Dickson 1994). Thus, marketing communication includes both personal (e.g. direct, face-to-face communication between a sales associate and a potential customer in a department store) and non-personal communication (e.g. indirect advertisement via a mass medium; point-of-sales display, etc.) activities. In this context, a marketing communication process model (Kotler 1994) depicted in Figure 1 has provided marketing communication researchers with a conceptual frame of reference whereby they test the effectiveness of various marketing communication tools.
Based on (1) the conceptual analysis of several perspectives on communication richness and (2) th... more Based on (1) the conceptual analysis of several perspectives on communication richness and (2) the results of a small experiment utilizing college students, it is argued that a critical social theory (CST) perspective by Habermas provides marketing communication researchers with a strong conceptual frame of reference which can lead to better understanding of the Internet marketing communication effectiveness. It is thus proposed that future communication research be conducted with communication context taken into consideration
Uploads
Papers by Mincheol Shin