Economics of First-Contact Email Advertising

Show simple item record Gopal, R en Tripathi, Arvind en Walter, Z en 2012-03-12T01:01:47Z en 2006 en
dc.identifier.citation Decision Support Systems 42(3):1366-1382 2006 en
dc.identifier.issn 0167-9236 en
dc.identifier.uri en
dc.description.abstract Since the advent of the Internet, email has emerged as an important new form of personal communication. The focus of this research is on commercial advertising through the email channel. We analyze the underlying economics of a business model termed admediation that facilitates effective first-contact email advertising. Admediary is a trusted third party that facilitates a mutually desirable communication between buyers and sellers via email, and operates under the dopt-in’ mode widely supported by the consumer advocacy groups. Our analytical model examines the incentive structures for all participating entities, and derives pricing strategies, profit implications and characteristics of the email lists. We develop and model a form of price discrimination we term sequential elimination price discrimination that can be practiced via email. Our results indicate that the transactions facilitated by the admediary can create significant value whereby every participating entity realizes increased benefits. These findings underscore the potential of admediation to restore email as an effective communication media for online advertising. en
dc.publisher Elsevier en
dc.relation.ispartofseries Decision Support Systems en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. Details obtained from: en
dc.rights.uri en
dc.subject Email Advertising, Online Advertising, Spam, Unsolicited Commercial Email, Admediation, Junk Email en
dc.title Economics of First-Contact Email Advertising en
dc.type Journal Article en
dc.identifier.doi 10.1016/j.dss.2005.11.004 en
pubs.issue 3 en
pubs.begin-page 1366 en
pubs.volume 42 en
dc.rights.holder Copyright: Elsevier en en
pubs.end-page 1382 en
pubs.publication-status Published en
dc.rights.accessrights en
pubs.subtype Article en
pubs.elements-id 190909 en Business and Economics en Info Systems & Operations Mgmt en
pubs.record-created-at-source-date 2010-12-03 en

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