Future Developments in Imc: Why E-Mail with Video Trumps Text-Only E-Mail for Brands

European Journal of Marketing. 51 (3), 627-645

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See all articles by Angeline Close Scheinbaum

Angeline Close Scheinbaum

University of Texas at Austin; Clemson University

Stefan Hampel

affiliation not provided to SSRN

Mihuyn Kang

Eastern Connecticut State University

Date Written: 2017

Abstract

The objective is to examine affective and attitudinal consumer responses to audiovisual (i.e., short videos) verses text-only messages in brand communication. Via experimental findings with an adult sample and two brands (Apple and Audi), we find that integrating audiovisual content in email to consumers will result in a higher state of arousal, attitudinal state (toward the ad and brand), purchase intention, and eWom than from text-only email. These findings hold for both brands. The theoretical implication supports a superiority effect of audiovisual stimuli in digital brand communication (specifically business to consumer email), a digital context that is quite important yet relatively understudied by scholars.

Keywords: Branding, Video, E-Mail, E-Mail Marketing, Information Processing, eWOM, Arousal, Attitude, Advertising, Experiment

Suggested Citation

Scheinbaum, Angeline Close and Hampel, Stefan and Kang, Mihuyn, Future Developments in Imc: Why E-Mail with Video Trumps Text-Only E-Mail for Brands (2017). European Journal of Marketing. 51 (3), 627-645 . Available at SSRN: https://ssrn.com/abstract=

Angeline Close Scheinbaum (Contact Author)

University of Texas at Austin ( email )

2317 Speedway
Austin, TX 78712
United States

HOME PAGE: http://angelineclose.com

Clemson University ( email )

Clemson, SC 29631
United States

HOME PAGE: http://www.clemson.edu/business/about/profiles/aschein

Stefan Hampel

affiliation not provided to SSRN

Mihuyn Kang

Eastern Connecticut State University ( email )

Willimantic, CT 06226
United States

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