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

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.

Product details

• Authors: Danie Hasler, Daniel Hasler, Rebekka Jaekel
• Publisher: Grin Verlag
• Languages: English
• Product format: Paperback / Softback
• Released: 01.01.2015
• EAN: 9783656867357
• ISBN: 978-3-656-86735-7
• No. of pages: 44
• Dimensions: 148 mm x 210 mm x 3 mm
• Weight: 79 g
• Series: Akademische Schriftenreihe; Akademische Schriftenreihe Bd. V282523; Akademische Schriftenreihe; Akademische Schriftenreihe Bd. V282523
• Subject: Social sciences, law, business > Business > Advertising, marketing