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

Author

Listed:
  • Morteza Jamalzadeh

    (Faculty of Management, Multimedia University, Cyberjaya, Malaysia.)

  • Navid Behravan

    (Faculty of Management, Multimedia University, Cyberjaya, Malaysia.)

  • Roozbeh Masoudi

    (Faculty of Management, Multimedia University, Cyberjaya, Malaysia.)

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 emailbased 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.

Suggested Citation

  • Morteza Jamalzadeh & Navid Behravan & Roozbeh Masoudi, 2012. "An Empirical Study of Email-Based Advertisement and its Influence on Consumers’ Attitude," International Review of Management and Marketing, Econjournals, vol. 2(3), pages 130-138.
    • Handle: RePEc:eco:journ3:2012-02-14
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    References listed on IDEAS

    as
    1. Taylor, Greg, 2011. "The informativeness of on-line advertising," International Journal of Industrial Organization, Elsevier, vol. 29(6), pages 668-677.
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    Cited by:

    1. Lorente-Páramo, Ángel J. & Hernández-García, Ángel & Chaparro-Peláez, Julián, 2020. "Influence of cultural dimensions on promotional e-mail effectiveness," Technological Forecasting and Social Change, Elsevier, vol. 150(C).

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    More about this item

    Keywords

    Advertising emails; Customers’ attitude; E-commerce; Marketing communication;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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