Title: Spam and Marketing Communications
Authors: Janssens, Kim
Van Goolen, Robrecht
Nijsten, Nico
Issue Date: 1-Sep-2014
Publisher: Elsevier
Host Document: Procedia Economics and Finance vol:12 pages:265-272
Conference: Enterprise and the competitive environment location:Brno date:6-7 March 2014
Abstract: The purpose of this research is to describe how spam has become an issue in marketing communications, considering opinions of the digital marketing sector and Internet users. In-depth interviews were organized with digital marketing experts in order to gain a profounder understanding in the complex construct of spam. Additionally, a web-based survey explored whether and how Internet users handle spam and privacy online. Survey results unveiled three users segments, each holding specific profiles on concern for personal information exposed online, sharing information online, and particular coping actions against spamming (Buchanan, Paine, Joinson, & Reips, 2006; Smith, Milberg, & Burke, 1996).
ISSN: 0148-2963
Publication status: published
KU Leuven publication type: IC
Appears in Collections:Department of Business and Management Studies - UC Leuven
Leuven School for Mass Communication Research
Department of Marketing and Organisation Studies (MO), Leuven - miscellaneous

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