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Effectiveness of E-mail Marketing in Korea: What Types of E-mail Ads Are Being Read?

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Abstract:

Use of e-mails as a marketing channel has been rapidly growing. Although e-mail ads are found to generate more interactions from consumers than banner ads, only few studies have examined the effectiveness of e-mail ads. Besides, current concerns on unsolicited e-mails (i.e., spam mails) pose a threat, as many of the messages are being avoided and deleted before even being opened. The current study focused on the subscription status of Korean consumers (i.e., opt-in mails vs. spam mails), different types of the title of the e-mails, and the consumers¡¯ need for cognition. The results have found significant impacts of message types and subscription status on the consumer¡¯s attitude toward the ad and intention to click, whereas need for cognition was not found to be related to the intention to click.

Most Common Document Word Stems:

mail (190), e (165), e-mail (157), ad (91), click (89), titl (86), consum (82), market (72), type (70), messag (68), intent (62), studi (51), advertis (49), effect (47), attitud (45), aad (40), differ (37), toward (36), cognit (34), base (33), use (32),

Author's Keywords:

e-mail, permission-based e-mail, unsolicited e-mail, titles of e-mail ads, need for cognition, click intention
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Association:
Name: International Communication Association
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http://www.icahdq.org


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MLA Citation:

Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun. "Effectiveness of E-mail Marketing in Korea: What Types of E-mail Ads Are Being Read?" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111956_index.html>

APA Citation:

Won, W. , Lee, J. and Lee, J. , 2003-05-27 "Effectiveness of E-mail Marketing in Korea: What Types of E-mail Ads Are Being Read?" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111956_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Use of e-mails as a marketing channel has been rapidly growing. Although e-mail ads are found to generate more interactions from consumers than banner ads, only few studies have examined the effectiveness of e-mail ads. Besides, current concerns on unsolicited e-mails (i.e., spam mails) pose a threat, as many of the messages are being avoided and deleted before even being opened. The current study focused on the subscription status of Korean consumers (i.e., opt-in mails vs. spam mails), different types of the title of the e-mails, and the consumers¡¯ need for cognition. The results have found significant impacts of message types and subscription status on the consumer¡¯s attitude toward the ad and intention to click, whereas need for cognition was not found to be related to the intention to click.

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Document Type: .PDF
Page count: 25
Word count: 6513
Text sample:
Running Head: EFFECTIVENESS OF EMAIL MARKETING Effectiveness of E-mail Marketing in Korea: What Types of E-mail Ads Are Being Read? Woo-Hyun Won Jiyoung Lee * and Joo-Hyun Lee October 2002 Paper submitted to Communication and Technology Division International Communication Association 2003 Annual Conference in San Diego CA Woo-Hyun Won (profwon@yahoo.com) is Professor in the Department of Mass Communication Korea University Seoul Korea. address. Sam-Pung Bldg. 182-27 Nonhyun-Dong Kangnam-Ku Seoul 135-010 Korea phone. +82 2 546-6748 fax. +82 2 546-6780
4: Discounts 179 4.1653 1.9841 5: Event 179 3.6750 1.9704 6: Simple Info 179 3.5486 1.9293 Effectiveness of E-mail Marketing 23 Appendix E Table 5. Determinants of Click-Intention Standardized Adjusted Std. Error of Determinant Coefficients t df R2 R2 the Estimate p Attitude toward the Ad .987 51.690 179 .832 .832 0.805 .000 Need for Cognition .159 02.146 179 .025 .020 1.381 .033


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