Toward a sustainable email marketing infrastructure

Pavlov, Oleg V.; Melville, Nigel P.; Plice, Robert K.

doi:10.1016/j.jbusres.2007.11.010

Cited by 54 publications

(38 citation statements)

References 11 publications

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“…Thus, based on such positive outcomes, hypothesis two is also supported. In addition, the findings of this study are consistent with the findings of previous studies in which researchers have been claimed that email marketing often contributes a key role to reinforce the buying behavior of diverse consumers across the globe (Pavlov et al, 2008;Rettie& Chittenden, 2003;Sterne & Priore, 2000;Zhang et al, 2015). Mobile and email approaches are factors of IBT; however, the study determined mobile marketing has a more positive linkage toward IBT than email marketing.…”

Section: Discussionsupporting

confidence: 89%

“…Although researchers suggested that information should be permission-based before disseminating them through mobile devices, emails, or any supporting features particularly SMS, MMS, WAP, enewsletters, and e-promotions emails (e.g., Amin, Amin, & Patel, 2011;Barwise & Strong, 2002;Jayawardhena et al, 2009;Kent & Brandal, 2003;Pavlov et al, 2008;Persaud &Azhar, 2012).In addition, past studieshave recommendedthat information without a user's permission often leads towards a bad image of a product and usually recipients did not pay serious attention to such information (Barwise& Strong, 2002;Pavlov et al, 2008;Sakkthivel, Bremananth, & Sriram, 2013;Schooley et al, 2016;Zhang et al, 2017). Therefore, it is a best practice to acquire written permission prior to disseminating information using emails and m-devices.…”

Section: Discussionmentioning

confidence: 99%

“…On the other hand, email marketing is more concerned with advertising where organizations strive to engage diverse consumers for real-time relationships (Pavlov, Melville, & Plice, 2008). The core benefits of email marketing are to enable marketers to transmit information in a bulk approach with a graphic representation of the message in a combination of audio, video, or attachments of corporate messages to consumers (Rettie & Chittenden, 2003;Zhang et al, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Email marketing is a cost-effective medium in which diverse people, in various target markets, can be sent information in a quick manner (Rettie & Chittenden, 2003). In business activities, particularly in marketing, emails often play a crucial role in information dissemination and relationship management delivery between buyers and sellers (Pavlov et al, 2008). Email marketing, thus, facilitates a long-term relationship with customers and works to establish the brand image in the mind of the consumer (Bawm & Nath, 2014;Mullen & Daniels, 2011).…”

Section: Figure 1 Study Framework and Hypotheses Formationmentioning

confidence: 99%

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Reinforcing Consumers’ Impulsive Buying Tendencies through M-Devices and Emails in Pakistan

Waheed

Yang

Webber

2018

IJIKM

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Aim/PurposeThe current study investigates the relationship between mobile and email marketing and consumer impulse buying tendencies in Pakistan. BackgroundTechnology has become a primary driver for all business operations, which has dramatically transformed the wireless communications marketing paradigm. However, researchers have claimed that further inquiry is still needed to explore the role that distinct and emerging global technologies have on marketing communication strategies. This study explores the linkage of mobile and email marketing on consumers' impulse buying behavior in Pakistan.

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Section: Discussionsupporting

confidence: 89%

Section: Discussionmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Figure 1 Study Framework and Hypotheses Formationmentioning

confidence: 99%

See 2 more Smart Citations

Reinforcing Consumers’ Impulsive Buying Tendencies through M-Devices and Emails in Pakistan

Waheed

Yang

Webber

2018

IJIKM

View full text Add to dashboard Cite

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“…Gender plays a role in evaluating promotional email messages; females are more concerned with privacy issues when compared to males (Phillip and Suri 2004). Pavlov, Melville, and Plice (2008) argued that spam, i.e., unwanted commercial emails, should be analyzed as part of the entire email marketing infrastructure. Attitude towards a firm's email campaign is positively related to purchase intentions (Cases et al 2010).…”

Section: Email Marketing and Electronic Word Of Mouthmentioning

confidence: 99%

Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

Tran

Strutton

2016

Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?

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titles.Old Spice cleverly used a handsome actor to play the Old Spice Man character for a Super Bowl commercial in 2010. After the game, this Old Spice commercial was viewed more than 13 million times on YouTube, a social media video-sharing site. This viral marketing campaign, also known as electronic word-of-mouth (E-WOM), propelled the Old Spice brand into the forefront of consumers' minds, increased brand awareness, and inspired people to share the video links with their family, friends, and co-workers.The rapid growth of E-WOM is an indication of consumers' increased willingness to convey marketing messages to others. However, despite this development, marketing academics and practitioners do not fully understand this powerful form of marketing. This dissertation enriches our understanding of E-WOM and how e-servicescape may lead to E-WOM. To that end, stimulus-organism-response theory and the network co-production model of E-WOM are applied to investigate the relationships between e-servicescape, trust, E-WOM intentions, customer loyalty, and purchase intentions. Two forms of E-WOM were examined, namely emails and social network postings. E-servicescape is defined as the online environmental factors of a marketer's website. E-servicescape is composed of three main dimensions, including aesthetic appeal, financial security, and layout and functionality. This study used cross-sectional customer data from a single e-tailer. Structural equation modeling was used to analyze the responses. Customer reviews was added as an additional subdimension of e-servicescape. The findings suggest e-servicescape positively impacts trust, which in turn positively influences E-WOM and customer loyalty. Moreover, two groups of customers were compared using multi-group analysis, where one group of users received emails and the other group received social network postings from the same e-tailer. Overall, the results indicated emails had a stronger impact on e-servicescape, E-WOM, and customer loyalty. Social networking site postings had slightly greater influence on trust, and two sub-dimensions of eservicescape, i.e., interactivity and ease of payment.These findings contribute to the marketing research on E-WOM theory and electronic commerce shopping behavior. In particular, the sub-dimension of customer reviews is added to e-servicescape. This study yields practical implications for marketers in understanding consumers' perceptions of websites and how to better design sites. In addition, these findings add to knowledge on how to engender consumers' trust and customer loyalty online. Finally, this research provides suggestions for firms wanting to create marketing campaigns that will lead to E-WOM. Overview of E-WOM E-WOM is defined as "forwarding actions through email, instant messaging or other communication media that are of high 'addressability'" (Ho and Dempsey 2010, p. 1000). E-WOM communication is traditional word-of-mouth (WOM) behavior evolved and adapted to electronic media, where individuals often convey messages in...

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E‐Mail Marketing

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2015

Wiley Encyclopedia of Management

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Toward a sustainable email marketing infrastructure

Cited by 54 publications

References 11 publications

Reinforcing Consumers’ Impulsive Buying Tendencies through M-Devices and Emails in Pakistan

Reinforcing Consumers’ Impulsive Buying Tendencies through M-Devices and Emails in Pakistan

Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

E‐Mail Marketing

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