Perceived Intrusiveness Of E Mail Advertising And Its Impact On Brand Trust
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Perceived Intrusiveness Of E Mail Advertising And Its Impact On Brand Trust
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Author : Daniel Hasler
language : en
Publisher: GRIN Verlag
Release Date : 2014-12-24
Perceived Intrusiveness Of E Mail Advertising And Its Impact On Brand Trust written by Daniel Hasler and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-24 with Business & Economics categories.
Academic Paper from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, 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.
Comparison Between Permission Based Email And Spam The Impact Of Advertising Value Perceived Intrusiveness And Advertising Attitude On Advertising Effectiveness
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Author : 廖方瑜
language : en
Publisher:
Release Date : 2007
Comparison Between Permission Based Email And Spam The Impact Of Advertising Value Perceived Intrusiveness And Advertising Attitude On Advertising Effectiveness written by 廖方瑜 and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with categories.
Digital And Social Media Marketing
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Author : Nripendra P. Rana
language : en
Publisher: Springer Nature
Release Date : 2019-11-11
Digital And Social Media Marketing written by Nripendra P. Rana and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-11 with Business & Economics categories.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
The Sage Handbook Of Digital Marketing
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Author : Annmarie Hanlon
language : en
Publisher: SAGE
Release Date : 2022-06-10
The Sage Handbook Of Digital Marketing written by Annmarie Hanlon and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-06-10 with Business & Economics categories.
Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing Part 2: Methodologies and Theories in Digital Marketing Part 3: Channels and Platforms in Digital Marketing Part 4: Tools, Tactics and Techniques in Digital Marketing Part 5: Management and Metrics in Digital Marketing Part 6: Ethical Issues in Digital Marketing
Extending Boundaries
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Author : Marcin Awdziej
language : en
Publisher: Akademia Leona Kozminskiego
Release Date : 2022-05-15
Extending Boundaries written by Marcin Awdziej and has been published by Akademia Leona Kozminskiego this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-05-15 with Business & Economics categories.
This book presents various views and perspectives on the impact of digital world on consumers, marketing and industries. The authors present a series of novel contributions and highlight some emerging issues relating to consumer–technology interactions, technology’s impact on marketing practice and digitalisation’s consequences in the selected industries. The publication of the book was possible thanks to the support of the Polish National Agency for Academic Exchange under the Welcome to Poland Program (2020).
Internet Advertising
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Author : David W. Schumann
language : en
Publisher: Routledge
Release Date : 2007
Internet Advertising written by David W. Schumann and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Business & Economics categories.
Building on the research presented in their previous edition, Advertising and the World Wide Web (1999), editors David W. Schumann and Esther Thorson offer the expertise of active scholars in the area of Internet advertising in this new volume, and allow readers to reflect on the ever-changing nature of the Internet. Internet Advertising marks this important point in history, taking into account the state of practice, theoretical conceptualizations, empirical research, creative typologies, and potential considerations. Nearly all chapters are in the form of integrated reviews of theory and research, which provide a source of both previous knowledge, as well as future focus for advertising strategy. The volume is arranged in four sections covering: the foundations of Internet advertising theory consumer response to Internet advertising topical areas in which Internet advertising has significant influence on the consumer human needs and trends that will likely have significant impact on the future of Internet advertising. This contemporary analysis of Internet advertising will appeal to all practitioners and students of the Internet, and will effectively suit courses taught in this area.
The Effects Of E Mail Marketing On Brand Loyalty
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Author : R. Hoogma
language : en
Publisher:
Release Date : 2015
The Effects Of E Mail Marketing On Brand Loyalty written by R. Hoogma and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with categories.
Impact Of New Media In Tourism
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Author : Dinis, Maria Gorete
language : en
Publisher: IGI Global
Release Date : 2021-02-19
Impact Of New Media In Tourism written by Dinis, Maria Gorete and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-02-19 with Social Science categories.
Tourism consumers are increasingly demanding and seek to base their travel decision-making process on relevant and credible tourism information. In recent years, user-generated content on social media, the opinion of travel bloggers, and entertainment programs in the media have influenced the public's travel purchasing behavior and acted as a driving force for the development of tourism products, such as film tourism. It also has played a role in the evolution and development of marketing, giving rise to new applications, as in the case of digital and influence marketing. On the other hand, tourism organizations and destination management organizations face major challenges in communicating the attributes of a tourism product, since this cannot be experienced before consumption. Thus, they need to know how and in which means or platforms of communication they can inform potential consumers. Impact of New Media in Tourism provides theoretical and practical contributions in tourism and communication including current research on the influence of new media and the active role of consumers in tourism. With a focus on decision making and increasing the visibility of products and destinations, the book provides support for tourism agencies and organizations around the world. Covering themes that include digital marketing, social media, and online branding, this book is essential for professionals, academicians, researchers, and students working or studying in the field of tourism and hospitality management, marketing, advertising, and media and communications.
Digital Advertising
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Author : Shelly Rodgers
language : en
Publisher: Taylor & Francis
Release Date : 2017-02-17
Digital Advertising written by Shelly Rodgers and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-02-17 with Business & Economics categories.
Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.
The New Advertising
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Author : Valerie K. Jones
language : en
Publisher: Bloomsbury Publishing USA
Release Date : 2016-09-19
The New Advertising written by Valerie K. Jones and has been published by Bloomsbury Publishing USA this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-09-19 with Business & Economics categories.
The era of "big data" has revolutionized many industries—including advertising. This is a valuable resource that supplies current, authoritative, and inspiring information about—and examples of—current and forward-looking theories and practices in advertising. The New Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era supplies a breadth of information on the theories and practices of new advertising, from its origins nearly a quarter of a century ago, through its evolution, to current uses with an eye to the future. Unlike most other books that focus on one niche topic, this two-volume set investigates the overall discipline of advertising in the modern context. It sheds light on significant areas of change against the backdrop of digital data collection and use. The key topics of branding, content, interaction, engagement, big data, and measurement are addressed from multiple perspectives. With contributions from experts in academia as well as the advertising and marketing industries, this unique set is an indispensable resource that is focused specifically on new approaches to and forms of advertising. Readers will gain an understanding of the distinct shifts that have taken place in advertising. They will be able to build their knowledge on frameworks for navigating and capitalizing on today's fragmented, consumer-focused, digital media landscape, and they will be prepared for what the future of advertising will likely bring.