{"product_id":"perceived-intrusiveness-of-e-mail-advertising-and-its-impact-on-brand-trust-von-daniel-hasler-rebekka-jaekel","title":"Perceived Intrusiveness of E-Mail Advertising and Its Impact on Brand Trust","description":"\u003cp\u003eAcademic Paper from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0 (dt.), 17,75\/20 (fr.), University of Upper Alsace, course: Méthodologie de la recherche appliquée au consommateur, language: English, abstract: 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.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783656867357\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783656867357","offer_id":39447450320989,"sku":"9783656867357","price":18.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/8f0d960f-ea14-4bdf-aa75-554ce525bd11.jpg?v=1778214842","url":"https:\/\/shop.autorenwelt.de\/products\/perceived-intrusiveness-of-e-mail-advertising-and-its-impact-on-brand-trust-von-daniel-hasler-rebekka-jaekel","provider":"Autorenwelt Shop","version":"1.0","type":"link"}