You´ve Got Mail! : A quantitative study on Permission-based email marketingsimpact on brand attitudes

Abstract: The study introduces the concept of attitudes and its fundamentals, as well as how it revolvesaround the given attitude object, in this instance brands. Furthermore, it introduces thephenomena of email marketing and how it has evolved its consensual form that is mostcommon today, referred to as PEM (Permission-based email marketing) in this study.Conclusively explaining the important influences between these two as well as the researchgap in this given context. The final purpose of the paper is to explain the impact thatpermission-based email marketing has on brand attitude. The methodology of the study itselfutilized a cross-sectional approach with a self-completion questionnaire via a conveniencesampling through a web-based survey. The final sample consisted of 108 respondents thatwere deemed acceptable. The study concluded that entertaining content and informativecontent seemingly affects brand attitude positively, whereas the impact of frequency couldnot definitively be explained. Finally theoretical and practical implications of the results arediscussed, as well as limitations of the study and recommended future research.