Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Open or Delete: Decision-makers’ Attitudes Toward E-mail Marketing Messages
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Marketing and Logistics.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Marketing and Logistics.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Marketing and Logistics.ORCID-id: 0000-0002-6633-632X
2014 (Engelska)Ingår i: Advances in Social Sciences Research Journal, ISSN 2055-0286, Vol. 1, nr 3, s. 133-144Artikel i tidskrift (Refereegranskat) Published
Abstract [en]

Organisations make use of e-mail marketing messages, with Swedish companies spending SEK40 million on this form of marketing communication. The purpose of this paper was to examine the attitudes of decision-makers in the Swedish manufacturing industry regarding e-mail marketing messages received.

The authors used a quantitative research approach with an online-survey in order to collect the necessary data. The population was decision-makers within the manufacturing industry in Sweden and 1 777 responses from decision-makers were received and analysed.

The majority of decision-makers tend to have negative attitudes toward e-mail marketing messages. Differences in attitudes exist between those of different ages and positions within companies. While respondents indicated that they check their e-mail frequently, no significant differences in attitudes to e-mail marketing messages could be identified. Marketers can attempt to improve attitudes among recipients by building relationships with the recipients prior to sending e-mail marketing messages, and paying attention to the layout and content of the e-mails.

Ort, förlag, år, upplaga, sidor
2014. Vol. 1, nr 3, s. 133-144
Nyckelord [en]
e-mail marketing; attitudes; B2B; e-mails; decision-makers; Sweden
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hj:diva-23946DOI: 10.14738/assrj.13.201OAI: oai:DiVA.org:hj-23946DiVA, id: diva2:720682
Tillgänglig från: 2014-06-02 Skapad: 2014-06-02 Senast uppdaterad: 2019-02-22Bibliografiskt granskad

Open Access i DiVA

fulltext(863 kB)477 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 863 kBChecksumma SHA-512
465c86e53c726e2823b300fe8429d8f2e518a7f2593ac1322e67e718b2ff375319a0cd629b668f7a79047a43c98d38f58ac8a3b2d85e4482a38e9678464e4dd6
Typ fulltextMimetyp application/pdf

Övriga länkar

Förlagets fulltext

Personposter BETA

Berndt, Adele

Sök vidare i DiVA

Av författaren/redaktören
Berndt, Adele
Av organisationen
IHH, Marketing and Logistics
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 477 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

doi
urn-nbn

Altmetricpoäng

doi
urn-nbn
Totalt: 3202 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf