Perceived Intrusiveness of E-Mail Advertising and Its Impact on Brand Trust

Academic Paper , 2013 , 38 Pages , Grade: 1,0 (dt.), 17,75/20 (fr.)

Business economics - Offline Marketing and Online Marketing

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

Abstract

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 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

• College: University of Upper Alsace
• Course: Méthodologie de la recherche appliquée au consommateur
• Grade: 1,0 (dt.), 17,75/20 (fr.)
• Authors: Daniel Hasler (Author), Rebekka Jaekel (Author)
• Publication Year: 2013
• Pages: 38
• Catalog Number: V282523
• ISBN (eBook): 9783656867340
• ISBN (Book): 9783656867357
• Language: English
• Tags: perceived, intrusiveness, e-mail, advertising, impact, brand, trust