Electronic marketing communications: N evolving environment, but similar story regarding the perception of unsolicited commercial e-mail and postal direct mail

Chang Susan, Morimoto Mariko

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

The internet is still a relatively new mass communication tool for advertisers and marketers. When weighing the potential benefits of electronic techniques against the financial investment, spam seems particularly attractive to marketers for either for-profit or non-profit objectives. Since it is unlikely that marketers will decrease their efforts related to spam and postal direct mail as a form of communicating to mass consumers, it is important to track consumer attitudes so that audiences are not subjected to the backlash predicted by psychological reactance. The results of this study found that spam is more irritating than postal direct mail at both T1 (2004) and T2 (2006), and participants in T2 found both direct marketing communication methods more intrusive than those in T1.

Original languageEnglish
Pages (from-to)360-376
Number of pages17
JournalJournal of Promotion Management
Volume17
Issue number3
DOIs
Publication statusPublished - 2011 Jul 1
Externally publishedYes

Keywords

  • Marketing communications
  • Psychological reactance
  • Unsolicited commercial e-mail (spam)

ASJC Scopus subject areas

  • Marketing

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