Daniel Hasler & Rebekka Jaekel 
Perceived Intrusiveness of E-Mail Advertising and Its Impact on Brand Trust [PDF ebook] 

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Academic Paper from the year 2013 in the subject Business economics – Offline Marketing and Online Marketing, grade: 1, 0 (dt.), 17, 75/20 (fr.), University of Upper Alsace, course: Méthodologie de la recherche appliquée au consommateur, language: English, abstract: E-mail advertising has become increasingly important as marketing tool for companies as it reaches a large number of customers at relatively low costs. However, there also exist certain drawbacks of this marketing tool, notably the perceived intrusiveness by the customers linked to the e-mail advertising behavior of firms. A high degree of perceived intrusiveness risks causing negative customer responses that, in the long term, may have a negative impact on brand trust. As there is barely any research on the topic of intrusive brands, this qualitative study examines the concept of intrusiveness in case of e-mail advertising for the German market more in detail. The findings explain what kind of behavior customers perceive as intrusive; hence it helps firms to understand the problem and to adapt their e-mail advertising strategies.

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语言 英语 ● 格式 PDF ● 网页 44 ● ISBN 9783656867340 ● 文件大小 1.6 MB ● 出版者 GRIN Verlag ● 市 München ● 国家 DE ● 发布时间 2014 ● 版 1 ● 下载 24 个月 ● 货币 EUR ● ID 4043394 ● 复制保护

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