Journal article
Impact of Gender Differences on the Evaluation of Promotional Emails
Journal of advertising research, v 44(4), pp 360-368
Dec 2004
Abstract
Advertisers are recognizing the internet's potential for helping
firms directly communicate with consumers using media rich emails. Though
the efficiency of such emails cannot be denied, their effectiveness needs
to be assessed. It is argued that components of promotional emails are
likely to be evaluated differently by males and females. The results from
a survey suggest that women and men differ in their evaluation of
information content and the visual presentation used in emails. Compared
to men, women were also more concerned about privacy and preferred to use
the media to build social contacts. Implications for using promotional
emails are discussed.
Metrics
Details
- Title
- Impact of Gender Differences on the Evaluation of Promotional Emails
- Creators
- MARISSA V. Phillip - Philadelphia Convention & Visitors Bureau, marissap@pcub.orgRAJNEESH Suri - Drexel University
- Publication Details
- Journal of advertising research, v 44(4), pp 360-368
- Publisher
- Cambridge University Press
- Number of pages
- 9
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Web of Science ID
- WOS:000228876900006
- Scopus ID
- 2-s2.0-24644512120
- Other Identifier
- 991019167798204721
InCites Highlights
Data related to this publication, from InCites Benchmarking & Analytics tool:
- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Business
- Communication