E-mail marketing in the context of cosmetics
Data(s) |
2002
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Resumo |
This study investigates e-mail marketing using data from a survey of 839 Finnish customers of an international cosmetics brand. E-mail marketing involves the use of e-mail to send promotions and information to customers. In this context we address two research questions: (1) What e-mail advertising factors drive visits to a physical (i.e., bricks-and-mortar) company sales outlet? and, (2) Does e-mail advertising influence brand satisfaction? Our findings indicate that useful e-mails can influence customers to visit the store. Further, brand satisfaction is positively influenced if e-mails are interesting and also by the amount of e-mail received by customers. |
Formato |
application/pdf |
Identificador | |
Publicador |
Australian and New Zealand Marketing Academy |
Relação |
http://eprints.qut.edu.au/28278/1/28278.pdf http://smib.vuw.ac.nz:8081/WWW/ANZMAC2002/index.htm Martin, Brett, Van Durme, Joël , Raulas, Mika, & Merisavo, Marko (2002) E-mail marketing in the context of cosmetics. In Proceedings of The 2002 Australian and New Zealand Marketing Academy Conference, Australian and New Zealand Marketing Academy , Hotel Sofitel, Melbourne. |
Direitos |
Copyright 2002 Please consult the authors. |
Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #150502 Marketing Communications #150599 Marketing not elsewhere classified #150506 Marketing Theory #survey #cosmetics |
Tipo |
Conference Paper |