Modelling e-mail marketing effectiveness – An approach based on the theory of hierarchy-of-effects

Modelling e-mail marketing effectiveness – An approach based on the theory of hierarchy-of-effects

Despite the importance and pervasiveness of e-mail marketing, improving the effectiveness of e-mail marketing programs continues to be a priority for most businesses due to their revenue-generating potential. However, the study of e-mail marketing has been mostly neglected by academic research. Mor...

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Bibliographic Details
Main Authors: Ángel José Lorente Páramo, Ángel Hernández García, Julián Chaparro Peláez
Format: Article
Language:English
Published: Universidad del País Vasco (UPV/EHU) 2021-01-01
Series:Management Letters/Cuadernos de Gestión
Subjects:
digital marketing
e-mail marketing
hierarchy-of-effects
online advertising
effectiveness
aida
Online Access:http://www.ehu.eus/cuadernosdegestion/revista/en/published-issues/articulo?year=2021&vol=21&num=1&o=2

Internet

http://www.ehu.eus/cuadernosdegestion/revista/en/published-issues/articulo?year=2021&vol=21&num=1&o=2

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