This study examines the role of perceived interactivity and other marketing tactics in relationship building with customers in the online retail environment by applying a relationship investment model adapted from De Wulf, Odekerken-Schröder, and Iacobucci (2001). A proposed structure model was tested with data collected from an online survey of 571 respondents. In the model, three subdimensions of perceived interactivity and three marketing tactic variables were incorporated as the antecedents of perceived relationship investment that subsequently influenced perceived relationship quality and behavioral loyalty. Results suggest that two marketing tactics-direct mail (e-mail) and tangible rewards-and two dimensions of perceived interactivity-synchronicity and two-way communication-play as significant antecedents for the relationshipbuilding process of online retail brands. In addition, the findings confirm the relationships among perceived relationship investment,
This study uses a feminist framework of masculine cultural hegemony to examine the representation of women in two newspapers-a medium-sized newspaper (Study 1) and a larger newspaper (Study 2). Surveys gauged news staff and news reader perceptions of female representation in news content to determine if perceptions matched content-analysis findings. Content-analysis results revealed a greater proportion of males than females in both content and photos for both studies.Female staffers were more likely than their male counterparts to perceive this disparity, and news readers perceived an even greater disparity than the news staff. News staffs were less likely to perceive disparities in the editorial, travel, and entertainment sections. We discuss the findings in relation to cultural hegemony and the representation of women in the news.
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