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

By Rebekka Jaekel and Daniel Hasler

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: M?thodologie de la recherche appliqu?e 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.

• Format: Paperback
• Language: English
• ISBN: 3656867356
• ISBN13: 9783656867357
• Release Date: January 2015
• Publisher: Grin Verlag
• Length: 44 Pages
• Weight: 0.15 lbs.
• Dimensions: 0.1" x 5.8" x 8.3"