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| Author: | Phillip, M.V. Suri, R. |
| Title: | Impact of gender differences on the evaluation of promotional emails |
| Journal: | Journal of Advertising Research
2004 : DEC, VOL 44:4, p. 360-368 |
| Index terms: | Advertising Marketing Market research Consumer behaviour Electronic mail Effectiveness Gender USA |
| Language: | eng |
| Abstract: | Advertisers are recognizing the Internet's potential for helping firms directly communicating with consumers through media rich emails. Though the efficiency of such emails cannot be denied, there is a need to assess their effectiveness. It is argued that components of promotional emails are likely to be evaluated differently by gender (males, females). The results suggest that women and men differ in their evaluation of information content and the visual presentation used in emails. Compared to men, women are also more concerned about privacy and preferred to use the media to build social contacts. |
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