Open AccessSpam E-mail Advertisements for Cosmetics / Beauty Products and Consumer Behavior
Author(s) -
Joshua Fogel,
Viju Raghupathi
Publication year - 2013
Publication title -
journal of business theory and practice
Language(s) - English
Resource type - Journals
eISSN - 2372-9759
pISSN - 2329-2644
DOI - 10.22158/jbtp.v1n1p28
Subject(s) - cosmetics , beauty , purchasing , advertising , reading (process) , product (mathematics) , odds , business , internet privacy , marketing , medicine , computer science , art , mathematics , aesthetics , political science , logistic regression , geometry , pathology , law
Consumers receive spam e-mail solicitations for cosmetics and beauty products. We analyze responses from 200 college students with regard to opening and reading this spam e-mail and also clicking through and purchasing the product advertised in this spam e-mail. With regard to opening and reading spam email about cosmetics/beauty products, women and also increasing scores for learning more information online about cosmetics/beauty products were both significantly associated with increased odds for opening and reading this spam e-mail. With regard to purchasing the cosmetics/beauty product advertised in the spam e-mail, increasing scores for trust in the Internet to provide accurate information about cosmetics/beauty products was significantly associated with increased odds for purchasing. Marketers who use ethical approaches and are interested in sending e-mail information to prospective college student customers about cosmetics/beauty products should keep in mind the importance of conveying trust.