E-mail advertising: A study of consumer attitude toward e-mail advertising among Indian users

Abstract

E-mail marketing offers great opportunities for businesses. Marketing activities supported by e-mails allow companies to directly communicate with their consumers without time or location barriers. The topic of advertising via e-mails is of major interest. It addresses consumers with individualized advertising messages via e-mails. This paper discusses its relevance and investigates antecedents of consumer attitudes toward advertising via e-mails. The analysis is based on a consumer survey. For this purpose, a quota sample of 800 Internet users in India has been interviewed. The results indicate that the content and the frequency of advertising message have the largest impact on attitude toward advertising via e-mails. By understanding consumers, attitude toward advertising, designers and marketers can better strategize their advertising designs. A better understanding of interactivity can also help to improve the effectiveness of interactive media such as the Internet. A methodology for studying the factors that contribute to consumers ' perceptions of ads is proposed, and implications for Internet-based advertising are discussed.

Determinants of Behavioral Intention towards Mobile Learning in Pakistan: Mediating role of Attitude

“…Irritation refers to "the extent to which the web is messy and irritating to media users" (Eighmey & McCord, 1998). Consumers feel frustrated and chaotic when they receive irritating messages which leads to the negative behavior of individuals that affect attitude and behavioral intention (Haq, 2009). Similar findings have been stated by El-Garhi (2014), that it is easy to control permission based advertising because it is under the control of consumers.…”

Factors impacting the efficacy of augmented reality virtual dressing room technology as a tool for online visual merchandising

“…Users demand accuracy, timeliness and usefulness in online content (Siau & Shen, 2003), and websites which fulfill informational needs create favorable attitudes (Luo, 2002). Ultimately, the quality of information available on a website directly influences shoppers' perceptions both of the company and of its services, thereby shaping users' attitudes (Haq, 2009).…”

“…Essentially, when a website utilizes techniques that are offensive, insulting, annoying or overly manipulative, consumers tend to perceive the deployed media as unwanted and irritating (Ducoffe, 1995), leading to negative responses and confusion about the website (Haq, 2009). …”

Do bumper ads bump consumers?: An empirical research on YouTube video viewers

“…According to Haq (2009, p. 214), reliability can be the source of the message, not just the advertising message that affects it, and in this context, internet-based ads are less reliable than those communicated through traditional channels. Research by Kelly, Kerr and Drennan (2010) also supports Haq (2009) and shows that if young people do not find social media ads as trustworthy, they get away from them and ignore them. The studies of Brackett and Carr (2001), Zernigah and Sohail (2012), and Tsang, Ho and Liang (2004) have shown that there is a positive relationship between the reliability factor and the attitude toward advertising, that the more the consumers find advertisement messages reliable, the more their attitudes towards those messages get positive.…”

“…Kelly,Kerr and Drennan (2010),Haq (2009), Zernigah and Sohail (2012) and Tsang,Ho and Liang (2004) in the literature. In addition, a positive and significant relationship was found between the reliability of the bumper advertisements and the advertising value in the study, and H 5b was supported in this context.…”