| Summary: | Whether utilising online or offline communication media, the consumer progresses through specific response phases when being exposed to communication messages that have the intent of moving the consumer to buy a product, use a service or proceed to specific action. The focus of this study is on the online consumer response process.
The study firstly commenced with a discussion on the concept of web-based commercial communication (WBCC). The unique characteristics and needs of the online consumer were secondly discussed. Thirdly, the theoretical discussion focussed on, analysed and critically examined advertising response models. Fourthly followed a theoretical discussion on the general theory of consumer response. Theoretical criteria for web-based commercial communication and the consumer response process were fifthly developed. Lastly, the primary research objective of this study was addressed by developing a theoretical framework for the online consumer response process. === Communication === MA (Communication)
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