How to improve the performance of email marketing campaigns? : a field experiment using the authority principle to improve email performance
Laurens Defau, Alexander Zauner and Anna Sycik
| Year of publication: |
2023
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|---|---|
| Authors: | Defau, Laurens ; Zauner, Alexander ; Sycik, Anna |
| Published in: |
Review of marketing science. - Berlin : De Gruyter, ISSN 1546-5616, ZDB-ID 2130373-3. - Vol. 21.2023, 1, p. 187-194
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| Subject: | authority effect | authority principle | behavioral economics | digital marketing | email marketing | field experiment | Online-Marketing | Internet marketing | Feldforschung | Field research | Experiment | Verhaltensökonomik | Behavioral economics | E-Mail | E-mail | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1515/roms-2022-0095 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014364910