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| Tekijä: | Riedl, J. Busch, M. |
| Otsikko: | Marketing-Kommunikation in Online-Medien : Anwendungsbedingungen, Vorteile und Restriktionen |
| Lehti: | Marketing: Zeitschrift fur Forschung und Praxis
1997 : 3.Q, VOL. 19:3, p. 163-176 |
| Asiasana: | COMMUNICATION NETWORKS INFORMATION |
| Kieli: | ger |
| Tiivistelmä: | Much of the research about individual information processing is neglected or underestimated due to the euphoria on the options of the online media (like commercial online services and the World Wide Web or the WWW ). In addition to this, the options for interactive communication design sometimes seem to outdistance the actual message. Thus, the article describes the unique characteristics of online media. Some implications for online communication resulting from behaviouristic research topics are also discussed. Pointing out that there are significant differences btw. "Web surfers" and "Information seekers", it is claimed by authors that marketers should make a distinction btw. heterogeneous user groups. Further research is suggested to identify additional user profiles. |
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