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.
Shin, Mincheol, "Habermas' Communicative Theory of Action and the Internet Marketing Communication" (1999). AMCIS 1999 Proceedings. 59.