Viac informácií o knihe Perceived Intrusiveness of E-Mail Advertising and Its Impact on Brand Trust

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Anotácia knihy

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.

Parametre knihy

Zaradenie knihy Knihy po anglicky Economics, finance, business & management Business & management Sales & marketing

• Celý názov: Perceived Intrusiveness of E-Mail Advertising and Its Impact on Brand Trust
• Autor: Daniel Hasler, Rebekka Jaekel
• Jazyk: Angličtina
• Väzba: Brožovaná
• Počet strán: 44
• EAN: 9783656867357
• ISBN: 3656867356
• ID: 09197012
• Nakladateľ: Grin Verlag
• Hmotnosť: 79 g
• Rozmery: 210 × 148 × 3 mm
• Dátum vydania: 26. January 2015

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