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Year 2012, Volume: 2 Issue: 3, 130 - 138, 01.09.2012

Morteza Jamalzadeh Navid Behravan Roozbeh Masoudi

Abstract

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

Year 2012, Volume: 2 Issue: 3, 130 - 138, 01.09.2012

Morteza Jamalzadeh Navid Behravan Roozbeh Masoudi

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 email-based 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

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Details

Other ID JA84GT42SZ
Journal Section Research Article
Authors

Morteza Jamalzadeh This is me

Navid Behravan This is me

Roozbeh Masoudi This is me

Publication Date September 1, 2012
Published in Issue Year 2012 Volume: 2 Issue: 3

Cite

APA Jamalzadeh, M., Behravan, N., & Masoudi, R. (2012). An Empirical Study of Email-Based Advertisement and its Influence on Consumers’ Attitude. International Review of Management and Marketing, 2(3), 130-138.
AMA Jamalzadeh M, Behravan N, Masoudi R. An Empirical Study of Email-Based Advertisement and its Influence on Consumers’ Attitude. IRMM. September 2012;2(3):130-138.
Chicago Jamalzadeh, Morteza, Navid Behravan, and Roozbeh Masoudi. “An Empirical Study of Email-Based Advertisement and Its Influence on Consumers’ Attitude”. International Review of Management and Marketing 2, no. 3 (September 2012): 130-38.
EndNote Jamalzadeh M, Behravan N, Masoudi R (September 1, 2012) An Empirical Study of Email-Based Advertisement and its Influence on Consumers’ Attitude. International Review of Management and Marketing 2 3 130–138.
IEEE M. Jamalzadeh, N. Behravan, and R. Masoudi, “An Empirical Study of Email-Based Advertisement and its Influence on Consumers’ Attitude”, IRMM, vol. 2, no. 3, pp. 130–138, 2012.
ISNAD Jamalzadeh, Morteza et al. “An Empirical Study of Email-Based Advertisement and Its Influence on Consumers’ Attitude”. International Review of Management and Marketing 2/3 (September 2012), 130-138.
JAMA Jamalzadeh M, Behravan N, Masoudi R. An Empirical Study of Email-Based Advertisement and its Influence on Consumers’ Attitude. IRMM. 2012;2:130–138.
MLA Jamalzadeh, Morteza et al. “An Empirical Study of Email-Based Advertisement and Its Influence on Consumers’ Attitude”. International Review of Management and Marketing, vol. 2, no. 3, 2012, pp. 130-8.
Vancouver Jamalzadeh M, Behravan N, Masoudi R. An Empirical Study of Email-Based Advertisement and its Influence on Consumers’ Attitude. IRMM. 2012;2(3):130-8.