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Perceived Intrusiveness of E-Mail Advertising and Its Impact on Brand Trust

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Academic Paper from the year 2013 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, So... Weiterlesen
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Beschreibung

Academic Paper from the year 2013 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0 (dt.), 17,75/20 (fr.), University of Upper Alsace, course: Méthodologie de la recherche appliquée au consommateur, language: English, abstract: E-mail advertising has become increasingly important as marketing tool for companies as it reaches a large number of customers at relatively low costs. However, there also exist certain drawbacks of this marketing tool, notably the perceived intrusiveness by the customers linked to the e-mail advertising behavior of firms. A high degree of perceived intrusiveness risks causing negative customer responses that, in the long term, may have a negative impact on brand trust. As there is barely any research on the topic of intrusive brands, this qualitative study examines the concept of intrusiveness in case of e-mail advertising for the German market more in detail. The findings explain what kind of behavior customers perceive as intrusive; hence it helps firms to understand the problem and to adapt their e-mail advertising strategies.

Produktinformationen

Titel: Perceived Intrusiveness of E-Mail Advertising and Its Impact on Brand Trust
Autor:
EAN: 9783656867340
ISBN: 978-3-656-86734-0
Digitaler Kopierschutz: frei
Format: E-Book (pdf)
Herausgeber: Grin Publishing
Genre: Werbung, Marketing
Anzahl Seiten: 38
Veröffentlichung: 24.12.2014
Jahr: 2014
Untertitel: Englisch
Dateigrösse: 1.6 MB