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Never a second chance for a first impression : Effects of design elements in email newsletters on click-through intention.

Oude Maatman, M.M. (2021) Never a second chance for a first impression : Effects of design elements in email newsletters on click-through intention.

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Abstract:In the modern world, digital marketing is being used. An e-mail newsletter is one example of such digital marketing. Research has shown that readers of an email newsletter may be triggered by design elements in the newsletter to click through to the webshop of the company or brand sending the newsletter. This study focuses on these design elements that may influence the click-through intention. A 2x2x2 experimental design was used. Of the possible factors that influence click-through intention, only the factor colour has a main effect on click-through intention. In addition, the experiment also looked at possible interaction effects and found these between the factors length and link placement. Finally, mediation effects were also examined. Since the factor colour was not a significant predictor of click-through intention after controlling for the mediator, it can be concluded that the factor attitude provides full mediation. Because the factor colour was still a significant predictor of click-through intention after controlling for the mediator, it can be concluded that credibility provides partial mediation.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/85837
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