E‐mail marketing at the crossroads

Moustakas, Evangelos; Ranganathan, C.; Duquenoy, Penny

doi:10.1108/10662240610642532

Cited by 27 publications

(8 citation statements)

References 24 publications

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“…One study found that 52% of consumers shopped less on the Internet or stopped altogether as a result of concerns relating to SPAM (Gratton, 2004). In short, SPAM poses a fundamental threat to the growth of e-commerce (Moustakas et al, 2006). This raises the question; if SPAM serves as such a threat to online shopping, how can email continue to serve as a key marketing communication tool?…”

Section: The Relationship Between Email Marketing Spam and Permission Email Marketingmentioning

confidence: 99%

Permission email marketing and its influence on online shopping

Reimers

Chao

Gorman

2016

Asia Pacific Journal of Marketing and Logistics

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Purpose While the Internet has emerged as a retail force to be reckoned with, its’ success is dependent, at least in part, on other promotional tools. One such tool is permission email marketing (PEM). Operating within the framework of the Technology Acceptance Model (TAM), this study explores the influence of PEM on the perceived value derived from Internet shopping. Design/methodology/approach Data were collected through an online survey in Melbourne, Australia. Utilising a sample of 338 consumers, the resulting data was analysed using structural equation modelling. Findings The results of the study indicate that PEM positively influences the perceived usefulness, ease of use and enjoyment derived from shopping online. Furthermore, it also serves to reduce the perceived risk. PEM serves as an important extension of the TAM, with the findings from this study highlighting not only what the sources of online shopping value are, but also how they can be influenced. Research limitations/implications The limitation applies to the research context in which the study was carried out – fashion shopping. Practical implications The study confirms the importance of PEM and highlights to retailers that they have another important tool at their disposal. Originality/value This study highlights the importance of PEM and support the proposition that its key source of value lies in providing information that the consumer wants. Such relevance is the key of distinction between PEM and SPAM. Despite the rapid growth of Internet shopping in Australia, very few online shopping studies have been conducted in an Australian context. This study helps to address such an oversight.

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Section: The Relationship Between Email Marketing Spam and Permission Email Marketingmentioning

confidence: 99%

Permission email marketing and its influence on online shopping

Reimers

Chao

Gorman

2016

Asia Pacific Journal of Marketing and Logistics

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“…However, other ways seem to be promising, such as guidelines for companies to restrict uncontrolled electronic marketing, especially taking into account business reputation (the fear of having a bad business reputation, it is especially effective in Asian countries). Legislation in this regard is most effective as a deterrent than threatening with large fines and prison penalties (Moustakas et al, 2005).…”

Section: Discussionmentioning

confidence: 99%

The Legal Regulation of Spam: An International Comparative Study

Serna

2022

JIDM

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Spam is the massive sending of messages over the Internet. This activity is carried out mainly for commercial and marketing purposes and causes a series of harm and conflicts of great relevance in the digital world. It is the responsibility of the Law to regulate this activity and protect the rights of the citizens. The objective of this article is to study this phenomenon, starting from its origin, establishing a clear definition, pointing out the most relevant types that have the greatest impact, and addressing the legal problems that derive from it. Through the analysis of documentary sources such as scientific articles, legislation, and practical guides related to spam, the different aspects of the legal systems of the most relevant countries have been reviewed to evaluate a single legal model that would allow facing the problem. Accordingly, a series of proposals and recommendations can be extracted to aim at a legal harmonization that is more adequate and more effective for the regulation of spam, as well as to point out the legal aspects at the international level that need to be improved.

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“…Email marketing is an important medium of marketing communication especially for companies seeking to build and maintain closer relationships with customers (McCloskey, 2006). Widespread adoption of e-mail as a means of distributing promotional messages has the advantages of low setup and distribution costs, targeted distribution of promotions such as discounts and coupons, and affordability by small and medium-sized businesses (Moustakas, Ranganathan, and Duquenoy, 2006).…”

Section: Email Marketingmentioning

confidence: 99%

Untitled

2022

EJHTR

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The study examined the relationship between digital marketing and consumer behavioral pattern in fast food business enterprises in Yenagoa, Bayelsa State. Two dimensions of digital marketing which were social media marketing and email marketing were adopted for the study to narrow down the scope, and also customer loyalty was adopted as a measure of consumer behavioral pattern to enable the study ascertain the relationship between the two variables. Both variables were analyzed extensively alongside their dimensions and measure. The conducted a survey of empirical works on the subject matter, forming a basis for the establishment of the justification for the study. The study adopted the Commitment Trust Theory developed by Robert and Shelby (1994), which is premised on the value of trust and commitment to the buying behaviour of customers. In order to further the study, primary data was generated from the administration of 200 copies of a questionnaire to a total of 200 customer respondents of the fast-food enterprises in Yenagoa, Bayelsa State. The Pearson correlation coefficient method was used in the analysis of the data to establish a relationship between the variables, and pointed to a positive relationship between both social media, and email marketing as dimensions of digital marketing, and customer loyalty as a measure of consumer behavioral pattern.

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E‐mail marketing at the crossroads

Cited by 27 publications

References 24 publications

Permission email marketing and its influence on online shopping

Permission email marketing and its influence on online shopping

The Legal Regulation of Spam: An International Comparative Study

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