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The purpose of this paper is to demonstrate how e‐mail may promote effective internal communication in three key areas.

The paper presents a case study of a service‐orientated group of social businesses in the not‐for‐profit sector, where a triangulated approach is employed, a three‐factor model of effective e‐mail use is proposed. Using focus groups, diaries and survey, the impact of e‐mail was investigated on four key dimensions of internal communication at Parkside Housing Group.

Whilst overall e‐mail was found to be less influential than face‐to‐face communication, e‐mail was found to positively and specifically influence: the communication climate, where it provides a mechanism for staff to feed their views up the organisation; shared objectives and goal alignment, where it helps staff to understand the overarching goals of the organisation (the “bigger picture”); and perceived external prestige – the construed external image of the organisation – by helping the organisation to share positive publicity, and its successes, amongst staff.

When e‐mail is used in organisations according to the three‐factor model, it is proposed that it can have a positive impact on internal communication and subsequently organisational performance.

This is the first time the impact of e‐mail on internal communication has been investigated, from a corporate communicator's perspective, and with the number of mailboxes worldwide growing year on year, and an increasing awareness of the importance of employees as key stakeholders, this study is original, relevant and timely.

Marketers use e-mail in new, potentially more informative, entertaining and lucrative ways – such as embedding video. The purpose of this paper is to examine consumer responses to audiovisual (i.e. text along with a short video) versus text-only messages in brand communication. Specifically, authors seek to uncover the efficacy of marketer-embedded video (vs text-only) in e-mail on the consumer's product interest, informativeness, perceived prestige, electronic word-of-mouth (e-WOM) intentions and willingness to pass the electronic message along digitally or on social media. With the dual coding theory and selective visual attention as theoretical guideposts, the intended contribution is a framework that can explain and predict advantages for multi-modal e-mail marketing communications.

Five hypotheses are tested experimentally with a one-factor experiment with two conditions (text-only vs audiovisual). The sample was 240 adult participants. Real brands (Audi and Apple) were used. For both brands, participants were randomly assigned to one of two conditions of the e-mail (i.e. audiovisual vs text-only). The stimuli are identical, with the exception of embedded video in the e-mail body. The videos are authentic brand videos, are approximately 50 s and use a product feature appeal. Participants’ pre-existing brand attitude was measured. Then, five dependent variables (product interest, informativeness, perceived prestige, e-WOM intentions and willingness to pass the electronic message along digitally or on social media) were considered with respect to consumer exposure to e-mail with video and text in the e-mail from the brand versus text-only e-mail from the brand.

The results supported the hypotheses that audiovisual messages (i.e. those with text and video) heighten informativeness, product interest, perceived prestige, intentions to spread e-WOM for a brand and willingness to pass along the e-mail along to friends and family when compared to text-only messages. These experimental findings from a one-factor experiment with two conditions (text-only vs audiovisual) are generally consistent for an American consumer technology brand Apple (iPhone) and a German luxury automobile brand Audi (S4). Hypotheses are supported for both brands (Apple and Audi), with the exception of product interest for Audi, which may be explained by the high price of a luxury automobile.

An implication here for the dual coding theory is that the theory may be extended to consider what happens after the consumer codes the information with both the verbal and the non-verbal subsystem. The finding of interest to information processing scholars is that a video accompanying text communication from a brand to a consumer has an advantage over text-only communication. Brands that communicate with multi-modal marketing communication have better outcomes in informativeness, brand prestige perceptions and intentions of online consumer behaviors, including positive e-WOM for the brand in general and willingness to pass the specific content along in digital and social media platforms. Consumers can become brand advocates by being more inclined to forward the e-mails with the product short video as well as the e-mail text.

Brand marketers should consider e-mail in an integrated brand promotion (IBP) campaign as a cost advantage; one of the reasons e-mail should have a solid place in the IBP toolkit is due to e-mail's relatively low cost. The main cost comes with administration and production of the video. As a managerial implication for advertisers, embedding ads of a short video format in e-mails is a way to be more effective than plain-text e-mails. Short videos in e-mails are a reasonable idea to include in an integrated marketing communications effort (plausibly due to information processing with both a verbal and a non-verbal system). Brands can use videos in e-mails to enhance informativeness regarding products to enhance product differentiation from competitors. Yet, it is important to raise caution with some concerning disadvantages potentially associated with e-mail marketing and video. The three areas of caution include potential issues of privacy, clutter and technical inhibitors.

Despite the fact that e-mail is one of the most heavily used communication tools in marketing, there is scarce literature on e-mail and branding. By brands evoking a degree of prestige with embedded videos, consumer willingness to become part of the marketing communications is enhanced, as their e-WOM and willingness to share the branded content increase.

Literature on face‐to‐face intercultural business communication (IBC) suggests that language, culture, business culture, and interpersonal context variables lead to misunderstandings, but these predictors have not been studied with regard to e‐mail communication. This exploratory study identifies variables that cause e‐mail miscommunication, reduce work accomplishment, and harm business relationships. We conducted a survey to capture the effect of common predictors and asked respondents to share the most commonly employed strategies when communication problems arose. We offer a multi‐dimensional model for further research.

Purpose – The purpose of this paper is to investigate how business executives perceive and account for their use of paratextual cues as a means of managing their professional impressions in business e‐mails on their smartphone (i.e. BlackBerry, iPhone, etc.) and office computer. Design/methodology/approach – Semi‐structured, audio‐recorded telephone interviews were conducted with a representative sample of 60 business executives from various sectors in Canada. The interviews examined executives' typical ways of writing e‐mails for business purposes, both on their smartphone and office computer. All interviews were transcribed and then analyzed using a mix of quantitative and qualitative analyses. Findings – This study shows how organizational leaders vary their ways of opening and closing business e‐mails when comparing their smartphone to their office computer communication. To account for these differences, they routinely use folk categories that suggest distinctions between formal and informal relationships, internal and external communication, as well as the recipient's identity and their own. Hence, executives are aware of the social meanings inscribed in paratextual cues and even the absence of these cues is frequently used as a cue in itself. Originality/value – E‐mailing is a crucial part of contemporary corporate communications, yet few studies have examined organizational leaders' e‐mail writing practices on their smartphone in relation to their office computer. While executives might seem very task‐oriented in their communication, this study shows that their everyday e‐mail‐writing practices play an important role in the co‐construction of professional identities and relationships.

In previous studies it remains unclear whether the internet is an effective mechanism for developing a symmetrical and interactive communications process that is initiated by the investor rather than the company. The purpose of this paper is to study the effectiveness of the internet to act as a mechanism to achieve a more interactive communication between companies and investors.

A “mystery investor” approach is used to test whether companies reply to e‐mails from investors. Content analysis was used to study the responsiveness, timeliness and relevance of the answers.

The quality of symmetrical communication (in terms of responsiveness and relevance) appears relatively low. Companies with high‐quality investor relations (IR) web sites do not handle e‐mails more effectively. Therefore, high‐quality asymmetrical communication between company and their investors not automatically associated with a high‐quality symmetrical type of communication.

Companies that provide e‐mail facilities for investors create the impression that they welcome communications with investors. However, if companies fail to handle incoming e‐mails from investors quickly and correctly, they create feelings of dissatisfaction. As a result e‐mail facilities on web sites are counter‐productive and hamper the creation of good relationships with investors. These results emphasize the need for better internal routing, better instructions and specific training programmes for IR staff.

The paper provides original evidence on the potential of the internet to enhance symmetrical communication between companies and their investors. This paper contributes to a better understanding of the way the internet can be used by IR departments to enhance the communications with investors.

The purpose of this paper is to review four demands employees face when communicating through information and communication technologies (ICTs). The authors review the outcomes associated with each demand and discuss relevant interventions to provide a set of evidence-based recommendations.

This paper reviews the following demands associated with ICTs: response expectations, constant availability, increased workload and poor communication. The authors draw upon empirical research to highlight outcomes and intervention strategies, before discussing implications for research and practice.

The findings suggest that there are diverse outcomes associated with each demand. The outcomes were not inherently negative as evidence suggests that positive performance outcomes can arise from response expectations and constant availability, although they may be allied by health and well-being costs.

A number of practical strategies are described to help organizations address computer-mediated communication demands, including tailored training, organizational policies and role modeling. The paper also outlines suggestions for future research on the dark side of IT use.

This paper integrates four interrelated demands that employees can face when communicating through technology. The authors extend knowledge by analyzing interventions which enables a synthesis of implications for practice.

The purpose of this research is to argue that people's inherent attitudes towards the various communication media (e‐mail, paper‐form, face‐to‐face) will change their reactions to identical performance feedback.

Using an empirical scenario study with 171 business school students as participants, peoples' attitudes were explored about the use of e‐mail for feedback by having participants enact the role of an organizational employee receiving (identical) feedback via e‐mail, paper‐form, or a face‐to‐face conversation.

It was found that people responded most positively to the feedback when they believed it was delivered via paper‐form, and most negatively when they believed it was delivered via e‐mail. Thus it is theoretically challenged that the notion that all text‐based media (i.e. paper‐form and e‐mail) should be considered identical, and empirically document differences. Further, the negative reaction to the concept of feedback delivered via e‐mail was magnified by a performance‐goal orientation as opposed to a learning goal‐orientation.

It is argued that the norms and expectations about each medium should play a significant role in determining appropriate feedback communication tools.

This research can help individuals and organizations decide the mode of communication they use to deliver feedback.

The emerging literature on computer-mediated communication at the study lacks depth in terms of elucidating the consequences of the effects of incivility on employees. This study aims to compare face-to-face incivility with incivility encountered via e-mail on both task performance and performance evaluation.

In two experimental studies, the authors test whether exposure to incivility via e-mail reduces individual task performance beyond that of face-to-face incivility and weather exposure to that incivility results in lower performance evaluations for third-parties.

The authors show that being exposed to cyber incivility does decrease performance on a subsequent task. The authors also find that exposure to rudeness, both face-to-face and via e-mail, is contagious and results in lower performance evaluation scores for an uninvolved third party.

This research comprises an empirically grounded study of incivility in the context of e-mail at study, highlights distinctions between it and face-to-face rudeness and reveals the potential risks that cyber incivility poses for employees.

The purpose of this study is threefold: To compare many old and new media channels in terms of a range of attributes such as perceived intrusiveness, reliability, trustworthiness, convenience, and entertainment value. To compare the perceived relative effectiveness of alternative communication channels in terms of how a marketing proposition is evaluated by recipients and thus to establish whether some channels are better than others for achieving engagement and persuasion. To additionally survey the senders of marketing communications, to examine potential differences between how senders think recipients perceive each channel and what recipients actually perceive. Moreover, it is proposed that the survey be conducted in both consumer and business markets.

First, in a survey, the channels are compared from the perspective of both receivers and senders of marketing communications and additionally from that of consumer and business markets. Second, by means of experimentally generated scenarios, the paper assesses the relative effectiveness of the 11 channels in eliciting responses to two typical B‐to‐C and two B‐to‐B promotion offers.

The paper finds that, although e‐mail is well established and widely used, the traditional channels of television, radio, newspapers and direct mail retain their historically favored attributes of trust and reliability of information that make them still preferred by consumer recipients of marketing communications, even by “tech savvy” younger consumers who use e‐mail and SMS extensively. Business receivers are more accepting of e‐mail marketing communications than are consumers but, like consumers, they are more likely to act on a marketing offer if it comes through traditional mass media or mail channels.

The paper enables marketing managers to assess the relative benefits of a number of marketing communication channels.

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.