Do supermarkets’ emails have any value for their customers? The effect of emails’ content and interestingness on customers’ attitude and engagement

Rodriguez, Virginie; Sangle-Ferriere, Marion

doi:10.1016/j.jretconser.2023.103437

Cited by 3 publications

(1 citation statement)

References 107 publications

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“…Thus, email writers, particularly marketing professionals, must embrace strategies differing from those in face-to-face interactions (Kumar, 2021;Rodriguez & Sangle-Ferriere, 2023). The art of email marketing is capturing customer attention for products and services in the retail sector.…”

Section: Introductionmentioning

confidence: 99%

Persuasive Strategies in Email Marketing: An Analysis of Appeal and Influence in Business Communication

Rabab'ah,

Yagi,

Alghazo

et al. 2024

JICC

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This study examines the employment of persuasive strategies in informational emails that market products and/or services, illustrating how these strategies influence target customers and persuade them to make purchases. A corpus of 850 emails, encompassing over a million words, was compiled and analyzed using a mixed-method approach that integrated both quantitative and qualitative measures. The emails were collected between 2020 and 2021. The categorization of persuasive strategies was directed by predefined operational definitions and criteria, informed by Aristotle's model of persuasion. The analysis identified 11 persuasive strategies utilized within the email corpus. Notably, the findings revealed that the offering appeal and the appeal to authority are the most commonly used strategies, whereas the contrasting appeal and romantic expressions are the least employed. These results underscore the importance of persuasive strategies in business communication, especially within informational emails. The insights derived from this study carry significant implications for businesses in crafting compelling marketing messages. Furthermore, the findings contribute to English for Business Purposes courses, particularly in English as a Foreign Language (EFL) contexts, by offering guidance on constructing persuasive business emails.

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Section: Introductionmentioning

confidence: 99%

Persuasive Strategies in Email Marketing: An Analysis of Appeal and Influence in Business Communication

Rabab'ah,

Yagi,

Alghazo

et al. 2024

JICC

View full text Add to dashboard Cite

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Assessing the intention to adopt computational intelligence in interactive marketing

Behera,

Bala,

Rana

2024

Journal of Retailing and Consumer Services

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Integrating technology acceptance model and value-based adoption model to determine consumers’ perception of value and intention to adopt AR in online shopping

Lai,

Leong,

Khoo

et al. 2024

APJML

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PurposeThis study is among the first to integrate the technology acceptance model (TAM) and value-based adoption model (VAM) in the context of augmented reality (AR) shopping. It assesses how consumers' rational (TAM) and emotional (VAM) factors influence their intention to use AR in online shopping via perceived value and consumer engagement.Design/methodology/approachThis study uses a quantitative research approach and employs a standardized survey questionnaire distributed on social media platforms to recruit Gen Z members who are potential buyers or users of AR technology. SmartPLS 4.0 was used to test the responses of 204 respondents.FindingsThe results indicate that consumers who perceive a higher value of AR in shopping are inclined to use AR in their future shopping when AR shopping is easy to use, useful, personalized, innovative and provides a highly engaging experience. Interestingly, perceived sacrifice did not influence perceived value. This study confirms that integrating TAM and VAM is instrumental in capturing value, which in turn influences engagement and the intention to use AR in online shopping.Originality/valueThis study further extends the conceptualization of AR perceived value by combining rational components derived from TAM and VAM, thus leading to a sturdy and theoretically grounded framework. In addition, this study contributes to the literature on extended reality, namely AR shopping, and helps brand managers manage highly evolving AR experience for Gen Z.

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Do supermarkets’ emails have any value for their customers? The effect of emails’ content and interestingness on customers’ attitude and engagement

Cited by 3 publications

References 107 publications

Persuasive Strategies in Email Marketing: An Analysis of Appeal and Influence in Business Communication

Persuasive Strategies in Email Marketing: An Analysis of Appeal and Influence in Business Communication

Assessing the intention to adopt computational intelligence in interactive marketing

Integrating technology acceptance model and value-based adoption model to determine consumers’ perception of value and intention to adopt AR in online shopping

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