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May I have your attention, please? An investigation on opening effectiveness in e-mail marketing

Academic research has yet to provide a comprehensive view on how to capture individuals’ attention when a promotional e-mail reaches their inbox. This study investigates the variables that influence consumers’ attention toward promotional e-mails, operationalized as open rates, and proposes an integ...

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Detalles Bibliográficos
Autores principales: Chaparro-Peláez, Julián, Hernández-García, Ángel, Lorente-Páramo, Ángel-José
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer Berlin Heidelberg 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9020557/
http://dx.doi.org/10.1007/s11846-022-00517-9

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