“We Need a Big Revolution in Email Advertising”: Users’ Perception of Persuasion in Permission-based Advertising Emails

Sergeeva, Anastasia; Rohles, Björn; Distler, Verena; Koenig, Vincent

doi:10.1145/3544548.3581163

Cited by 7 publications

(2 citation statements)

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“…Giving permission is the first step in establishing a permission relationship between a customer and a business. The surfacing of a reward is continued by this process, which begins with the consent of the customer (Sergeeva & Koenig, 2023). Rewards that raise customer awareness ensure that this relationship will last for a long time.…”

Section: Introductionmentioning

confidence: 99%

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Factors Affecting the Attitude towards Permission-based Marketing

Aftab,

Latif,

Khalid

2023

QJSS

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The aim of the study is to investigate the barriers and motivation to permission-based marketing. The data was collected from young university-level students who are frequent internet users and possess all the necessary gadgets. Convenience sampling was used for data collection. A survey questionnaire adapted from various sources was floated among various social media networks, and the total responses received from the whole country were 298. The majority of respondents were from AJK, university students. PLS-SEM was used for data analysis, and the data were analyzed using SPSS21 and Smart PLS3 software. The results don’t support the hypothesis developed on the basis of existing theory, and the possible reasons are contextual distrust of online marketing. Online scams and frauds are the major factors of this distrust. The study results have implications for the managers for formulation of their online marketing strategies.

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Section: Introductionmentioning

confidence: 99%

“…Companies will generate enormous profits out of these relationships and secure their position in the market for a long time while consumers receive personalized and pertinent marketing messages that they want and look forward to receiving. And they will develop their brand equity in this way (Sergeeva 2023).…”

Section: Introductionmentioning

confidence: 99%