文章基本信息

标题：An Empirical Study of Email-Based Advertisement and its Influence on Consumers’ Attitude
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作者：Morteza Jamalzadeh ; Navid Behravan ; Roozbeh Masoudi 等
期刊名称：International Review of Management and Marketing
电子版ISSN：2146-4405
出版年度：2012
卷号：2
期号：3
页码：130-138
语种：English
出版社：EconJournals
摘要：E-commerce becomes a cornerstone for many businesses over the recent years. Align with e-commerce activities, the marketing communication through online media plays a major role in achieving competitive advantageous. E-mail advertising in this context offers a cost effective, direct and reciprocal means for businesses overcoming time and geographical barriers. As so, this study discussed the advertising e-mail characteristics and its influences on customers' attitude about email-based advertisement. According to the research findings, entertainment and informativeness of advertising email content is strongly and positively affect customers’ attitude about email-based advertisement. On the other hand, the privacy of advertising e-mail is strongly, yet negatively influences the customers’ attitude towards email-based advertisement. Keywords: Advertising emails; Customers’ attitude; E-commerce; Marketing communication. JEL Classifications : M31; M37