Search results

The aim of this study was to develop a theoretical model of email advertising effectiveness and to investigate differences between permission‐based email and spamming. By examining different types of email (i.e. permission‐based email and spamming), the present study empirically tested the theoretical linkage between email advertising values, perceived instrusiveness, and the attitudinal‐behavioural dispositions towards email advertising.

A survey was conducted using 221 respondents from Taiwan. Two scenarios were designed for the present study. The questionnaires were equally divided into two sets, with the first half containing a scenario depicting permission‐based email, and the other half containing a scenario describing a spamming email. Each respondent only received one set of the survey.

Results from a survey of 221 Internet users in Taiwan indicate that values and attitudes toward, and the perceived intrusiveness of, email advertising significantly affect consumers’ behavioral dispositions toward email advertising. The results suggest that permission‐based email is more effective as compared to spam email advertising. For solicited email, consumers perceived less intrusiveness if the email advertisement offered them financial incentives.

The authors acknowledge four limitations in this study. These limitations however provide further direction for future studies in the discipline. The discussion of these limitations is provided.

Importantly, this study yields significant theoretical and managerial implications. Concerned with the context of email advertising, the authors’ work provides theoretical support for both constructs of advertising values and perceived intrusiveness as important. Concerned with the advertisers, this study renders important implications for better planning of marketing mix strategy using email.

This study provides new theoretical insights into factors influencing consumers’ acceptance of email advertising by incorporating perceived intrusiveness as a mediator in the relationship between advertising values and attitudinal‐behavioral dispositions. By empirically comparing the different types of email advertisements of permission‐based email and spamming, the present study also offers better understanding and extending of the current literature on email advertising research.

The internet has gained enormous importance as an advertising medium. At the same time, the question of marketing accountability has become one of the top areas of research for researchers and practitioners who aim at optimal marketing budget allocations. This paper aims to show that national culture has an impact on how consumer behavior is influenced by online advertising.

The paper compares the effectiveness of internet advertising in the USA and France by analyzing a real data sample with more than 1.2 million transactions using partial least squares and structural equation modeling.

It is found that on‐demand channels have a stronger effect on short‐term success than push‐channels and that this effect is strongly moderated by the culture. It is recommended that spending and efforts in the various advertising channels be adjusted to reflect the product offered and the customers to whom it is offered, as customers in both countries should be targeted by advertising in different ways. The channel effectiveness of affiliate price comparison sites and search engines has significantly different impacts on customer behavior in the USA and France.

Until now, most companies have utilized a suboptimal allocation of resources to advertising channels because of missing and misleading data. Focusing on this problem, the paper suggests that advertisers apply the methodology to identify the total effect of clicks in each advertising channel. Combining these total effects with the associated costs allows practitioners to optimize their online advertising spending.

This paper aims to advance research that accurately portrays the alarming rate at which spam is infiltrating and eroding the security of the internet.

The paper discusses the political, legal and ethical controversy surrounding the spam dilemma as well as the high costs of spam to telecommunications bandwidth, QoS and e‐commerce effectiveness.

Spam problem is a technological epidemic that multiplies exponentially each day. A dynamic digital jam is in prospect.

Presents viable options for a quick resolve, and unveils the changing strategies that integrity‐driven marketers are facing in lieu of the raging battle.

Tackles one of the most pressing issues in the business world today.

The purpose of this paper is to clarify why, when and how e-mail marketing can be used to empower consumers and to give ideas for future scholarly research.

Systematic literature review studies 41 e-mail marketing and 54 consumer empowerment articles published in variety of academic journals between 1998 and 2014.

E-mail allows an active, interactive and personalized communication fulfilling the preferences of an empowered consumer. E-mail marketing can be used to empower consumers by sending e-mails based on permission, by making consumers active participants in the communication process and by making e-mails relevant for the recipients. However, current e-mail marketing strategies need to be updated to get the maximum benefit out of the channel.

The limitation of the study is the broad domain of research, which hampered the in-depth analysis. However, the study was able to synthesize the scattered literature and create an overall picture of the topic as planned.

The paper encourages managers to use empowering e-mail marketing strategies and presents several suggestions for future e-mail marketing research.

The paper uses a new perspective, consumer empowerment as a lens for understanding e-mail marketing. Because e-mail marketing is currently very popular among marketers but is threatened by its negative image among consumers, it is important to understand how e-mail marketing can be developed so that it can also survive in the future.

The purpose of this paper is to integrate the Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM) and Palka et al.'s model to predict young Chinese consumers' mobile viral attitudes, intents and behavior.

A paper survey was administered to 835 college students in Beijing, Shanghai, Kunming, and Liuzhou in summer and fall, 2010. The data were subject to statistic analyses including Pearson correlation, structural equation modeling, and backward regression with SPSS and AMOS.

The SEM model testing results confirmed the chain of young Chinese consumers' viral attitudes to intents to actual behavior. Subjective norm, perceived cost and pleasure were significant predictors of their viral attitudes. Their viral attitudes, perceived utility and subjective norm predicted their intent to pass along entertaining electronic messages. Their intent to forward useful electronic messages was determined by their viral attitudes, perceived utility and market mavenism. Their viral attitudes, intents and market mavenism predicted their mobile viral behavior.

It pays to foster Chinese consumers' favorable attitudes toward mobile viral marketing. It is advisable to know both target consumers and their associates very well. It is recommended to convince Chinese consumers that their friends and relatives can benefit greatly from viral content forwarding. Mobile messages with entertaining, useful, relevant and self‐involved values can go viral more easily.

The paper is probably the first study the integration of the TPB, TAM and Palka et al.'s model to predict Chinese consumers' mobile viral attitudes, intents and behavior.

The purpose of this study is to assess the presence of deceptive advertising practices in wine retailers’ e-mails and, if identified, to analyze the extent and content of these deceptive advertisements.

The study follows an observational research design to examine the accuracy of two claims that were made in 258 marketing e-mails from two major wine retailers in New Jersey, USA: (1) that all wines have 90+ scores; and (2) that these wines are offered at a deeply discounted price.

The study found that only 3.9% of cases accurately supported both major claims made: the wines having 90+ scores and being offered at a discounted price. Both claims were inaccurate in 64.7% of cases. Nearly half (49.3%) of the advertised wines had concealed critic’s scores below 90 points. Recipients were told they could save 37.2% by purchasing from the advertising retailer, but they could have actually saved 12.7% more by buying the wines elsewhere.

The study’s limitations include the small sample size. Variations between different wine retailers and their advertising practices require further investigation.

Advertised discounts and scores may be inaccurate or incomplete, causing consumer confusion and disappointment, erosion of wine advertisements’ as well as wine retailers’ and wine experts’ credibility.

Deceptive advertising can erode consumer trust and lead to unfair practices. Consumers may make purchasing decisions based on misleading information. Deceptive practices create an uneven playing field, giving businesses that engage in them an unfair advantage, hindering market transparency and ethical businesses. Policymakers should develop regulations to protect consumers and ensure fair competition.

An investigation of deceptive advertising practices in the wine industry has not been done before. This exploratory study contributes to consumer awareness and highlights the importance of truthful and transparent marketing practices.

Managing brands during crisis (in the context of terrorism) does not have much historical research and the studies that exist focus on communication. Terrorism is more frequent; not easily prevented; and rarely a top management priority for risk management. The purpose of this paper is to use exiting theory on brand components and architecture to prevent brand burn. Brand burn is defined as the accidental negative impact formed on a brand due to a crisis outside the control of an organization, which may not be perceived as directly related to the organization's product or management.

Crises are characterized by an overload of information. The exploratory study uses a case study methodology to get insights on how to manage a brand through a crisis. To validate findings, triangulation using independent reviewers, theory and secondary reports is used.

First, a conceptual framework to manage brand burn is presented. Second, from the practitioner's point of view, the paper provides a checklist that gives strategic tips for preparing for and managing brand crisis. The findings show that both brand components and brand architecture can be used to manage brands through crisis.

The findings contribute to theory by adding to the evolving literature on brand architecture, brand components and crisis management. Key challenges were organizing and prioritizing the vast amount of data from secondary sources, including social media sites; time was an issue as memories fade; and another limitation was getting official confirmation since perceptions play a key role.

This is the first study looking at a terrorist crisis from a brand management point of view. This paper contributes to theory by adding to the research in brand architecture and brand components and crisis management. Future studies can look at the model robustness in other crisis situations and the impact of managing social media.

Explores the question of whether the traditional practice of bundling advertisements with content will prevail or become less common on the Internet. Given that revenue from advertisers is desirable to content providers, the answer mainly depends on whether advertisers will choose to deliver their advertisements by bundling. The decision to bundle in turn depends on the response of customers to bundling and to other advertising strategies. In particular, the relationship between advertising and content provision on the Internet may be affected by this medium’s distinctive characteristics, which affect the choices of advertisers and the response of customers. Thus, one needs to investigate the choices of advertisers, the behavior of customers, and their dependence on the distinctive technological features of the Internet.

This is the first of a series of studies emanating from the UK JISC‐funded RoMEO Project (Rights Metadata for Open‐archiving) which investigated the IPR issues relating to academic author self‐archiving of research papers. It considers the claims for copyright ownership in research papers by universities, academics, and publishers by drawing on the literature, a survey of 542 academic authors and an analysis of 80 journal publisher copyright transfer agreements. The paper concludes that self‐archiving is not best supported by copyright transfer to publishers. It recommends that universities assert their interest in copyright ownership in the long term, that academics retain rights in the short term, and that publishers consider new ways of protecting the value they add through journal publishing.

Journals are the essential tools of researchers, especially academicians, to present their scientific findings. So, choosing the right journal helps not only science development but also their academic promotion. The purpose of this study is to examine the factors that Iranian medical researchers consider when selecting scholarly journals in which to submit their work.

A self-administered online questionnaire was emailed in May 2021, with 101 responses received. The sample included all the faculty members with the role of “lecturer” in Iranian medical universities and who have 1–5 articles in the Scopus database as early-career Iranian medical researchers. The questionnaire consisted of 36 items, divided into five sections: basic information, attitudes and beliefs, ways to choose a journal, problems and familiarity with the components of scientometrics/validity metrics related to journals.

The findings indicate that these researchers value the expertise of experienced researchers and professionals, like librarians, when selecting publication venues. They often use journal indexes to guide journal selection. They also consider factors like the length of typical peer review and the complexity of submission guidelines when making decisions.

The study of one country, though detecting requirements of journal selection behavior, cannot be generalized to the entire region.

The current study has academic implications as far as decisions on journal selection are concerned. University policymakers in Iran may consider re-examining their emphasis on academicians’ promotion policies at Iranian universities of medical sciences.

These findings may support the work of early-career researchers and those individuals (e.g., librarians) that serve them, as well as publishers and editors of scholarly journals.