Less is more: An exploratory analysis of optimal visual appeal and linguistic style combinations in a salesperson’s initial-contact e-mail to millennial buyers within marketing channels

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dc.contributor.authorDapko, Jennifer L.
dc.contributor.authorArtis, Andrew B.
dc.date.accessioned2022-07-02T16:36:33Z
dc.date.available2022-07-02T16:36:33Z
dc.date.issued2014-10
dc.description.abstractThe use of e-mail between partners within a marketing channel is pervasive, but little research has been conducted to determine what practices are most effective. The use of e-mail as a preferred method of communication is expected to grow given the increased use of technology by young adults (i.e., millennials). Six different manipulations are used to explore the combined use of visual appeal (e.g., use of color, photos, logos) and linguistic style (i.e., casual or formal) when sellers use e-mail for initial contact with buyers of the millennial generation.en_US
dc.identifier.citationDapko, J. L., & Artis, A. B. (2014). Less is more: An exploratory analysis of optimal visual appeal and linguistic style combinations in a salesperson’s initial-contact e-mail to millennial buyers within marketing channels. Journal of Marketing Channels, 21(4), 254-267. https://doi.org/10.1080/1046669X.2014.945358en_US
dc.identifier.urihttps://search.ebscohost.com/login.aspx?direct=true&AuthType=shib&db=bth&AN=98741049&site=eds-live&scope=site&custid=s5615486
dc.identifier.urihttp://hdl.handle.net/11416/665
dc.language.isoen_USen_US
dc.publisherRoutledgeen_US
dc.subjectElectronic mail marketingen_US
dc.subjectGeneration Yen_US
dc.subjectVisual communicationen_US
dc.titleLess is more: An exploratory analysis of optimal visual appeal and linguistic style combinations in a salesperson’s initial-contact e-mail to millennial buyers within marketing channelsen_US
dc.title.alternativeAn exploratory analysis of optimal visual appeal and linguistic style combinations in a salesperson’s initial-contact e-mail to millennial buyers within marketing channelsen_US
dc.typeArticleen_US

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