Walter, I'm glad I went looking for your name, I hope you are coming out of this frigid winter ready for spring!
To comment on your article, actually what you want explore qualitatively:
"How people come to feel meaning, competence, self-determination and impact in marketing contexts."
Turn this question on it's head to gain the same perspective as some successful web en devours. For instance, YouTube, worth billions...how did they do it? What was their marketing strategy? None, instead they allowed people within the website to use their very freely and it marketed itself through word of mouth.
created meaning through videos and video responses
encouraged competence with an easy interface and software converts any video into a standard format (no technical knowledge needed!)
self-determination (the mob determines what is and is not successful)
impact (one video can influence many many people)
This may be a poor example and I may be entering a discussion in the middle but I am still a geek for such subjects 
Be well
PS I am putting you down as a reference for a marketing job I'm applying for a www.webpagefx.com
NEW SITE FOR ONLINE TV AND MOST POPULAR TV SERIES:
http://stafex.net
Many institutions limit access to their online information. Making this information available will be an asset to all.
Commenting by HaloScan
