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

Morteza Jamalzadeh, Navid Behravan and Roozbeh Masoudi
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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.

International Review of Management and Marketing, 2012, vol. 2, issue 3, 130-138

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.

Keywords: Advertising emails; Customers’ attitude; E-commerce; Marketing communication (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (1)

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