An Empirical Study of Email-Based Advertisement and its Influence on Consumers’ Attitude
作者： Morteza Jamalzadeh , Navid Behravan , Roozbeh Masoudi
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摘要: E-commerce becomes a cornerstone for many businesses over the recent years. Align with e-commerce activities, marketing communication through online media plays major role in achieving competitive advantageous. E-mail advertising this context offers cost effective, direct and reciprocal means overcoming time geographical barriers. As so, study discussed e-mail characteristics its influences on customers' attitude about email-based advertisement. According to research findings, entertainment informativeness of email content is strongly positively affect customers’ On other hand, privacy strongly, yet negatively towards Keywords: Advertising emails; Customers’ attitude; E-commerce; Marketing communication. JEL Classifications : M31; M37
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