E-mail advertising has become increasingly important as marketing tool for companies as it reaches a large number of customers at relatively low costs. However, there also exist certain drawbacks of this marketing tool, notably the perceived intrusiveness by the customers linked to the e-mail advertising behavior of firms. A high degree of perceived intrusiveness risks causing negative customer responses that, in the long term, may have a negative impact on brand trust. As there is barely any research on the topic of intrusive brands, this qualitative study examines the concept of intrusiveness in case of e-mail advertising for the German market more in detail. The findings explain what kind of behavior customers perceive as intrusive; hence it helps firms to understand the problem and to adapt their e-mail advertising strategies.
Table of Contents
1. Introduction
2. Literature review and hypothesized effects
3. Methodology
4. Findings
5. Conclusion and Managerial implications
6. Limitations and future research
7. References
8. Appendix
Appendix I: Development of the significance of e-mail marketing for industrial firms in the next 3 years in Germany 2009 (Source: Artegic AG 2009)
Appendix II: Total expenditure for e-mail marketing in Germany from 2008 until 2012 in bn € (sources: TNS Infratest, Deutsche Post, Market Research Service Center)
Appendix III: Discussion guide of the focus group
Appendix IV: Brainstorming / Whiteboard
Appendix V: Transcript of the focus group
Research Objectives and Themes
This study aims to investigate the nature of perceived intrusiveness in e-mail advertising and its reciprocal relationship with brand trust. By analyzing customer perceptions, the research seeks to identify constitutive dimensions of intrusive behavior and understand how such perceptions influence long-term brand relationships and consumer defense mechanisms.
- Constitutive dimensions of perceived intrusiveness in digital advertising.
- The impact of e-mail frequency and relevance on consumer irritation.
- The relationship between personalization, privacy concerns, and perceived intrusiveness.
- Moderating effects of brand trust and past experiences on consumer avoidance behavior.
- Managerial strategies for mitigating negative customer responses to advertising.
Excerpt from the Book
3. Methodology
Taking into consideration that there is only little research for the context of intrusive brands and their relationship to brand trust, explanatory research is required. As a consequence, a qualitative methodology seems to be the most adequate way to deal with the complexity of the research topic. Furthermore, an interpretative approach is chosen in order to understand the variables of intrusiveness and their link to brand trust.
For this research, a focus group has been conducted. A focus group can be described as a 1-3 hour discourse for small groups (around 5-10 participants), who are animated by a presenter to discuss a certain topic stimulated by an informational input. The target group should be homogenous according to certain characteristics, such as age, sex, lifestyle or job. To improve the output quality, Schulz (2012) recommends that the participants do not know each other beforehand. As Zwick et al. (2012) point out, a focus group can be carried out within a reasonable timeframe and low costs, although recruiting suitable participants might be complicated. Moreover, the method is very flexible towards new ideas, which have not been taken into consideration by the researchers before, and that can be involved into the discussion spontaneously.
Summary of Chapters
1. Introduction: Presents the growing importance of e-mail advertising while highlighting rising consumer privacy concerns and the lack of empirical research regarding perceived intrusiveness.
2. Literature review and hypothesized effects: Establishes the theoretical framework by defining intrusiveness and deriving five hypotheses regarding personalization, past experiences, frequency, and relevance.
3. Methodology: Details the qualitative research design, specifically the use of a focus group to gain interpretative insights into the complex relationship between brands and consumer trust.
4. Findings: Analyzes the empirical data from the focus group, detailing how consumers categorize brands, perceive advertising channels, and react to intrusive communication.
5. Conclusion and Managerial implications: Summarizes the key findings and provides actionable insights for firms to manage e-mail advertising more effectively without compromising brand trust.
6. Limitations and future research: Discusses the constraints of the qualitative sample size and methodology while suggesting directions for future cross-cultural and quantitative studies.
Keywords
E-mail advertising, Perceived intrusiveness, Brand trust, Consumer behavior, Qualitative research, Focus group, Relationship marketing, Privacy concerns, Information overload, Digital advertising, Consumer irritation, Personalization, Marketing strategy, Avoidance behavior, Brand relationship.
Frequently Asked Questions
What is the core focus of this research?
The research examines how consumers perceive the intrusiveness of e-mail advertising and how these perceptions, in turn, affect the trust they place in a brand.
What are the central themes discussed in the study?
Key themes include the impact of information frequency, the balance between personalization and privacy, the relevance of advertising content, and the role of past consumer experiences.
What is the primary objective of this work?
The objective is to determine the constitutive dimensions of intrusive behavior and to investigate whether there is a reciprocal relationship between perceived intrusiveness and brand trust.
Which scientific method was utilized?
The researchers utilized a qualitative, interpretative approach, specifically conducting a focus group with five German-speaking participants to gather in-depth, spontaneous consumer insights.
What does the main body of the study cover?
It covers a comprehensive literature review, the derivation of research hypotheses, the detailed execution of the focus group, and an extensive analysis of the qualitative data collected.
Which keywords best describe the paper?
Key terms include e-mail advertising, perceived intrusiveness, brand trust, consumer behavior, privacy concerns, and information overload.
How does personalization influence the perception of intrusiveness?
The study suggests that while some personalization is welcomed, excessive personalization can trigger a feeling of being spied on, thereby increasing the perception of intrusiveness.
What is the role of frequency in consumer irritation?
High frequency, particularly when perceived as an information overload or unrelated to the consumer's needs, significantly increases the likelihood of avoidance behavior and negative brand perception.
Did the study confirm the relationship between intrusiveness and brand trust?
The relationship was only partially confirmed; while intrusiveness negatively affects communication effectiveness, it does not necessarily lead to an immediate, total loss of brand trust in the short term.
- Quote paper
- Daniel Hasler (Author), Rebekka Jaekel (Author), 2013, Perceived Intrusiveness of E-Mail Advertising and Its Impact on Brand Trust, Munich, GRIN Verlag, https://www.grin.com/document/282523
