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Email Advertising: Exploratory Insights from Finland

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  • MARTIN, BRETT A. S.
  • VAN DURME, JO L
  • RAULAS, MIKA
  • MERISAVO, MARKO
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    Abstract

    Since the advent of the internet, much speculation has ensued regarding its tangible benefits to business. This article looks at the effectiveness of email advertising to promote information to consumers. Within this email promotion context, and using data from a survey of 838 female Finnish consumers of a major international cosmetics brand, we investigate consumer perceptions of email advertising. Specifically, within an exploratory research context we address two research questions: (1) What email advertising factors may influence visits to the company website? and (2) What email advertising factors may influence visits to a physical (i.e., bricks-and-mortar) company sales outlet? Results suggest that email advertisers should strive to generate emails that are perceived as useful. Useful emails appear to influence consumers to visit the store primarily to either buy the product or view the product firsthand, rather than visit the company website. However, as consumers could not buy the advertised products from the website, these findings should be regarded as preliminary. Factors influencing perceptions of email advertising usefulness are explored along with limitations and future research directions.

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    Bibliographic Info

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 43 (2003)
    Issue (Month): 03 (September)
    Pages: 293-300

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    Handle: RePEc:cup:jadres:v:43:y:2003:i:03:p:293-300_03

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    Cited by:
    1. Oleg V. Pavlov & Nigel Melville, 2005. "Mitigating the Tragedy of the Digital Commons: the Case of Unsolicited Commercial Email," Computing in Economics and Finance 2005 231, Society for Computational Economics.
    2. Jolley, William & Lee, Alvin & Mizerski, Richard & Sadeque, Saalem, 2013. "Permission email messages significantly increase gambler retention," Journal of Business Research, Elsevier, vol. 66(9), pages 1617-1622.

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