Scheinbaum, Angeline Close; Hampel, Stefan; Kang, Mihyun - In: European Journal of Marketing 51 (2017) 3, pp. 627-645
Purpose Marketers use e-mail in new, potentially more informative, entertaining and lucrative ways – such as embedding video. The purpose of this paper is to examine consumer responses to audiovisual (i.e. text along with a short video) versus text-only messages in brand communication....