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Ingen (e-mail) reklam tack!

Ehn, Johannes LU ; Andreasson, Christoffer and Rosberg, Julia (2019) FEKH29 20191
Department of Business Administration
Abstract (Swedish)
Title: No e-mail marketing, please! A qualitative study about e-mail marketing

Seminar date: 4th of June 2019

Course: FEKH29 Business Administration: Bachelor Degree Project in Marketing
Undergraduate Level, 15 credits

Authors: Christoffer Andreasson, Johannes Ehn & Julia Rosberg

Advisor: Burak Tunca

Key words: Direct marketing, e-mail marketing, permission marketing, relationship marketing
& one-to-one marketing.

Purpose: The purpose of this study is to explore consumers opinions regarding direct marketing
by e-mail and to understand what factors influence these opinions.
Methodology: The study consists of a qualitative method and an exploratory study through in
depth interviews. Ten interviews were performed with... (More)
Title: No e-mail marketing, please! A qualitative study about e-mail marketing

Seminar date: 4th of June 2019

Course: FEKH29 Business Administration: Bachelor Degree Project in Marketing
Undergraduate Level, 15 credits

Authors: Christoffer Andreasson, Johannes Ehn & Julia Rosberg

Advisor: Burak Tunca

Key words: Direct marketing, e-mail marketing, permission marketing, relationship marketing
& one-to-one marketing.

Purpose: The purpose of this study is to explore consumers opinions regarding direct marketing
by e-mail and to understand what factors influence these opinions.
Methodology: The study consists of a qualitative method and an exploratory study through in
depth interviews. Ten interviews were performed with young consumers where the interview
guide was based on the theoretical perspectives. The collected data was analyzed through open
coding.

Theoretical perspectives: The foundation of the study is direct marketing and is followed up by
three theoretical perspectives within direct marketing; permission marketing, relationship
marketing and one-to-one marketing. The theoretical perspectives are used in a consumer
perspective.

Empirical foundation: The empirical foundation consists of approximately 300 minutes of in
depth interviews with ten young consumers. The empirical foundation has its foundation and is
divides by the chosen theoretical perspectives.

Conclusions: The study exhibit how young consumers believe that the amount of direct
marketing via e-mail is too large, which in turn leads to irritation and that the marketing is
neglected. One reason behind this is that consumers repeatedly permit companies to send email
marketing. Additionally the study shows that the relationship with the companies that send email
marketing is important for how this is received. However, it became clear that establishing and
improving relationships between consumers and companies via e-mail is perceived as unlikely.
Furthermore, the study shows that consumers do not find that the collection and storage of
information takes place on their terms, however, consumers also argue that this is not of great
importance. Finally, the collection of personal data by companies, in order for them to create
mutual relationships in which the consumer feels unique, is not perceived to work. (Less)
Please use this url to cite or link to this publication:
author
Ehn, Johannes LU ; Andreasson, Christoffer and Rosberg, Julia
supervisor
organization
course
FEKH29 20191
year
type
M2 - Bachelor Degree
subject
keywords
Direktmarknadsföring, e-mailmarknadsföring, permission marketing, relationsmarknadsföring & one-to-one marknadsföring.
language
Swedish
id
8989236
date added to LUP
2019-07-02 11:57:24
date last changed
2019-07-02 11:57:24
@misc{8989236,
  abstract     = {Title: No e-mail marketing, please! A qualitative study about e-mail marketing

Seminar date: 4th of June 2019

Course: FEKH29 Business Administration: Bachelor Degree Project in Marketing
Undergraduate Level, 15 credits

Authors: Christoffer Andreasson, Johannes Ehn & Julia Rosberg

Advisor: Burak Tunca

Key words: Direct marketing, e-mail marketing, permission marketing, relationship marketing
& one-to-one marketing.

Purpose: The purpose of this study is to explore consumers opinions regarding direct marketing
by e-mail and to understand what factors influence these opinions.
Methodology: The study consists of a qualitative method and an exploratory study through in
depth interviews. Ten interviews were performed with young consumers where the interview
guide was based on the theoretical perspectives. The collected data was analyzed through open
coding.

Theoretical perspectives: The foundation of the study is direct marketing and is followed up by
three theoretical perspectives within direct marketing; permission marketing, relationship
marketing and one-to-one marketing. The theoretical perspectives are used in a consumer
perspective.

Empirical foundation: The empirical foundation consists of approximately 300 minutes of in
depth interviews with ten young consumers. The empirical foundation has its foundation and is
divides by the chosen theoretical perspectives.

Conclusions: The study exhibit how young consumers believe that the amount of direct
marketing via e-mail is too large, which in turn leads to irritation and that the marketing is
neglected. One reason behind this is that consumers repeatedly permit companies to send email
marketing. Additionally the study shows that the relationship with the companies that send email
marketing is important for how this is received. However, it became clear that establishing and
improving relationships between consumers and companies via e-mail is perceived as unlikely.
Furthermore, the study shows that consumers do not find that the collection and storage of
information takes place on their terms, however, consumers also argue that this is not of great
importance. Finally, the collection of personal data by companies, in order for them to create
mutual relationships in which the consumer feels unique, is not perceived to work.},
  author       = {Ehn, Johannes and Andreasson, Christoffer and Rosberg, Julia},
  keyword      = {Direktmarknadsföring,e-mailmarknadsföring,permission marketing,relationsmarknadsföring & one-to-one marknadsföring.},
  language     = {swe},
  note         = {Student Paper},
  title        = {Ingen (e-mail) reklam tack!},
  year         = {2019},
}