In interactive communications,the information flow represents a "one-way street" in which consumers passively receive messages from marketers.

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Interactive communications (including the Internet and cell phones)have radically changed the communication paradigm.Information flow is no longer considered a "one-way street," in which consumers passively receive messages from marketers.Rather,communication is seen as an interactive process that enables a flow of information among consumers and/or firms in what might be referred to as a many-to-many approach.

In Interactive Communications,the Information Flow Represents a "One-Way Street" in Which