%0 Journal Article
%T An Empirical Study of Email-Based Advertisement and its Influence on Consumers¡¯ Attitude
%A Morteza Jamalzadeh
%A Navid Behravan
%A Roozbeh Masoudi
%J International Review of Management and Marketing
%D 2012
%I EconJournals
%X E-commerce becomes a cornerstone for many businesses over the recent years. Align with e-commerce activities, the marketing communication through online media plays a major role in achieving competitive advantageous. E-mail advertising in this context offers a cost effective, direct and reciprocal means for businesses overcoming time and geographical barriers. As so, this study discussed the advertising e-mail characteristics and its influences on customers' attitude about email-based advertisement. According to the research findings, entertainment and informativeness of advertising email content is strongly and positively affect customers¡¯ attitude about email-based advertisement. On the other hand, the privacy of advertising e-mail is strongly, yet negatively influences the customers¡¯ attitude towards email-based advertisement.
%K Advertising emails
%K Customers¡¯ attitude
%K E-commerce
%K Marketing communication.
%U http://www.econjournals.com/index.php/irmm/article/view/214/pdf