Electronic Marketing
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Item Generative AI in Email Marketing: Large-scale Field Experiments(2025-01-07) Chen, Ruyu; Huang, Shan; Huang, Yifeng; Zhou, JunlongIn collaboration with a prominent video game company, we conducted three large-scale randomized field experiments to investigate the impact of generative AI on email marketing. AI-revised content, AI-human collaborative emails, and personalized emails were sent to over 1 million users. Our findings consistently demonstrate that AI-driven content optimization and personalization significantly enhance short-term marketing outcomes, though their effects on long-term customer retention and performance vary. For example, AI-revised emails increased open rates by up to 22% and click rates by up to 20%. These results highlight the transformative potential of generative AI in email marketing, offering valuable insights into how generative AI can transform organizational strategies. Our paper quantifies the benefits of AI in email marketing and explores the mechanisms through which AI enhances user engagement and retention.Item Visual Product Aesthetics and Consumer Impulsiveness in Online Shopping(2025-01-07) Tariq, Iqra; Hallikainen, Heli; Laukkanen, TommiImpulsive buying is a significant driver of online commerce. In the absence of multiple tactics used by physical stores to encourage impulsive buying, the role of visual aesthetics in catching consumer attention in online stores grows in prominence. Given that consumers vary in the significance that visual product aesthetics hold in their purchase behavior, we study if visual product aesthetics play a role in consumers’ impulsive buying behavior. We show that the propensity towards impulsive buying behavior increases online purchases, and that the centrality of visual product aesthetics boosts this effect. We further suggest that the phenomenon is particularly relevant for women, the younger population, and individuals with higher disposable income, as they tend to shop online more often than their counterparts. For the management, we demonstrate that visual product aesthetics can intensify impulsive buying behavior and offer a strategic advantage when designing online shopping environments.Item Conscious Consumerism: On the Interaction between Different Design Elements in E-Commerce to Promote Green Purchasing Behaviors(2025-01-07) Horneber, David; Kaiser, Carolin; Unfried, Matthias; Schallner, Rene; Laumer, SvenThis study investigates the interaction between different design elements in e-commerce to promote green purchasing behavior. Specifically, we analyze the reinforcing effect between an eco-rating label and a sustainable sorting option. Furthermore, we study whether sponsored articles positioned at the top of product lists, counteract the effects of these design elements. Finally, we examine the effectiveness of a self-nudge that encourages consumers to sort for green products as an ethical alternative to traditional persuasive design elements. We conducted a survey-based online experiment with 1096 participants to assess the effects of the different design elements in influencing green purchasing decisions. Our findings reveal no reinforcing effect of a sustainable sorting option, no opposing effect of the sponsored article placement, and only a weak effect of the self-nudge. Our study extends the literature on persuasive design elements in e-commerce and guides e-commerce providers on using them in their online stores.Item Sales Influence Tactics in B2B Sales: A Systematic Literature Review and Future Research Directions(2025-01-07) Shrestha, Bimesh; Tarkiainen, Anssi; Niemi, JarkkoSales influence tactics (SITs) are critical in persuading buyers, shaping their perceptions, and ultimately securing business deals in today's complex B2B sales landscape. This systematic review of 53 peer-reviewed articles synthesizes the current state of knowledge on SITs, highlighting the key themes, arguments, and emerging practices in sales influence literature. The analysis reveals the significance of buyer characteristics, salesperson attributes, and relational factors in determining the effectiveness of influence tactics. It emphasizes the importance of adapting tactics to diverse buyers and situations, fostering stronger relationships, and ultimately driving sales growth. Additionally, it highlights the need to understand how salespeople can develop the skills required to navigate the multifaceted landscape of modern sales influence in digital environments. The review identifies existing research gaps and suggests future research directions, focusing on influence over digital interactions, personalized data-driven tactics, and ethical AI use.Item Introduction to the Minitrack on Electronic Marketing(2025-01-07) Key, Martin; Schau, Hope; Akaka, Melissa