An Empirical Study of Email-Based Advertisement and its Influence on Consumers' Attitude


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Authors

  • Morteza Jamalzadeh Multimedia University, Cyberjaya
  • Navid Behravan
  • Roozbeh Masoudi Multimedia University, Cyberjaya,

Abstract

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

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Author Biography

Morteza Jamalzadeh, Multimedia University, Cyberjaya

Multimedia University, Cyberjaya,

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Published

2012-06-15

How to Cite

Jamalzadeh, M., Behravan, N., & Masoudi, R. (2012). An Empirical Study of Email-Based Advertisement and its Influence on Consumers’ Attitude. International Review of Management and Marketing, 2(3), 130–138. Retrieved from https://www.econjournals.com/index.php/irmm/article/view/214

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