Impact of Gender Differences on the Evaluation of Promotional Emails
AbstractAdvertisers are recognizing the internet s potential for helping firms directly communicate with consumers using media rich emails. Though the efficiency of such emails cannot be denied, their effectiveness needs to be assessed. It is argued that components of promotional emails are likely to be evaluated differently by males and females. The results from a survey suggest that women and men differ in their evaluation of information content and the visual presentation used in emails. Compared to men, women were also more concerned about privacy and preferred to use the media to build social contacts. Implications for using promotional emails are discussed.
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Bibliographic InfoArticle provided by Cambridge University Press in its journal Journal of Advertising Research.
Volume (Year): 44 (2004)
Issue (Month): 04 (December)
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- Babakus, Emin & Yavas, Ugur, 2008. "Does customer sex influence the relationship between perceived quality and share of wallet?," Journal of Business Research, Elsevier, vol. 61(9), pages 974-981, September.
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