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E-POSTA PAZARLAMASI ALANINDA 1950-2019 YILLARI ARASINDA YAPILAN ÇALIŞMALARA YÖNELİK BİR ŞEMATİK YAZIN TARAMASI

Year 2021, Volume: 23 Issue: 4, 1543 - 1587, 31.12.2021
https://doi.org/10.16953/deusosbil.775669

Abstract

E-posta pazarlaması internetin gelişimi ile ortaya çıkan elektronik bir pazarlama aracı olarak literatürde yer almaktadır. Şematik yazın taraması (mapping review) olarak gerçekleştirilen bu çalışmanın amacı, pazarlama aracı olarak ele alınan e-posta pazarlaması alanına dair bir öngörü sağlanmasıdır. Çalışmada 1950-2019 yılları arasında uluslararası akademik dergilerde yer alan pazarlama odaklı 57 e-posta pazarlaması çalışması incelenmiştir. Çalışmaların seçiminde anahtar kelime kullanılarak filtreleme gerçekleştirilmiş, doğrudan ilgili alana ve pazarlamaya yönelik olmayan çalışmalar kapsam dışında bırakılmıştır. İncelenen çalışmalar ile e-posta pazarlamasının teorik arka planınına, odaklandığı alanlara, ele alındığı sektörlere ve çalışmaların yönelimlerine dair sonuçlar elde edilmiştir. İncelenen çalışmaların 42’si ampirik, 15’i ise kavramsaldır. En çok çalışılan alanın tüketici davranışları olduğuna, en fazla sayıda yayının “Journal of Direct, Data and Digital Marketing Practice” dergisinde yer aldığına ve 2016 yılının 11 çalışma ile ilgili literatürde en çok yayının yapıldığı yıl olduğu sonucuna ulaşılmıştır. Çalışmada elde edilen sonuçlar ile farklı bir alana yönelmek isteyen akademisyenlere niş bir alan önerisi sunularak, e-posta pazarlaması literatüründe ele alınmamış olan alanlar gösterilmektedir.

References

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A MAPPING REVIEW OF STUDIES IN THE FIELD OF E-MAIL MARKETING BETWEEN 1950 AND 2019

Year 2021, Volume: 23 Issue: 4, 1543 - 1587, 31.12.2021
https://doi.org/10.16953/deusosbil.775669

Abstract

E-mail marketing is included in the literature as an electronic marketing tool that emerges with the development of the internet. The puspose of this study, carried out as a mapping review, is to provide an insight into the field of e-mail marketing, which is considered as a marketing tool. In the study, 57 marketing focused e-mail marketing studies in international academic journals between 1950-2019 were examined. In the selection of the studies, filtering was carried out using keywords, and studies not directly related to the field and marketing were excluded. With the studies examined, results were obtained regarding the theoretical background of e-mail marketing, the areas it focuses on, the sectors it is addressed, and the orientations of the studies. 42 of the studies examined are empirical and 15 are conceptual. It has been concluded that the most studied area is consumer behavior, the highest number of publications are included in the journal “Journal of Direct, Data and Digital Marketing Practice” and that 2016 is the year in which the most publications were made in the literatüre related to 11 studies. With the results obtained in the study, a niche field proposal is presented to academicians who want to move to a different area, and the areas not covered in the e-mail marketing literature are shown.

References

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  • Acharya, R., Kagan, A. & Zimmerman, T. (2010). Real estate information technology: Influence of email marketing on real estate agent performance. Journal of Real Estate Literature, 18 (2), 329-343.
  • Ahmed, R. R., Vveinhardt, J. & Streimikiene, D. (2017). Interactive digital media and impact of customer attitude and technology on brand awareness: evidence from the South Asian countries. Journal of Business Economics and Management, 18 (6), 1115-1134.
  • Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34 (7), 1177-1190.
  • Anderson, J. (2003). New Technology Briefing: Video e-mail—The next generation of e-mail marketing?. Interactive Marketing, 4 (3), 281-284.
  • Balasudarsun, N. L., Sathish, M. & Gowtham, K. (2018). Optimal ways for companies to use Facebook Messenger Chatbot as a Marketing Communication Channel. Asian Journal of Business Research, 8 (2), 1.
  • Bem, D. J. (1995). Writing a review article for psychological bulletin. Psychological Bulletin, 118 (2), 172–177.
  • Biloš, A., Turkalj, D. & Kelić, I. (2016). Open-rate controlled experiment in e-mail marketing campaigns. Market-Tržište, 28 (1), 93-109.
  • Chaffey, D., Mayer R., Johnston K. & Ellis-Chadwick FE (2003). Business-to-business Internet marketing. D. Chaffey (Der.), Internet marketing: strategy, implementation and practice. Harlow, Essex: Pearson Education – China Machine Press.
  • Chittenden, L. & Rettie, R. (2003). An evaluation of e-mail marketing and factors affecting response. Journal of Targeting, Measurement and Analysis for Marketing, 11 (3), 203-217.
  • Cho, C. H. & Khang, H. (2006). The state of Internet-related research in communications, marketing, and advertising: 1994–2003. Journal of Advertising 35 (3), 143–163.
  • Clarke III, I., Flaherty, T. B. & Zugelder, M. T. (2005). The CAN-SPAM Act: New rules for sending commercial e-mail messages and implications for the sales force. Industrial Marketing Management, 34 (4), 399-405.
  • Dapko, 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.
  • Dawe, K. (2015). Best practice in business-to-business email. Journal of Direct, Data and Digital Marketing Practice, 16 (4), 242-247.
  • DMA (2019). Marketer email tracker 2019. https://dma.org.uk/uploads/misc/marketers-email-tracker-2019.pdf (Erişim: 08.05.2020).
  • Doğan, V. (2019). Pazarlama araştırmacıları ı̇çin deneysel tasarım: felsefi arka plan ve metodolojik tartı. Pazarlama Teorisi ve Uygulamaları Dergisi, 5 (1), 123-160
  • DuFrene, D. D., Engelland, B. T., Lehman, C. M. & Pearson, R. A. (2005). Changes in consumer attitudes resulting from participation in a permission e-mail campaign. Journal of Current Issues and Research in Advertising 27 (1), 65-77.
  • Ellis-Chadwick, F. & Doherty, N. F. (2012). Web advertising: The role of e-mail marketing. Journal of Business Research, 65 (6), 843-848.
  • Emarsys (2018). Adapting to the pace of omnichannel commerce. https://emarsys.com/wp-content/uploads/2018/01/eTail-Emarsys-WBR-SMB-Report.pdf (Erişim: 08.05.2020).
  • Farhoomand, A. & Lovelock, P. (2001). Global e-Commerce. Singapore: Prentice-Hall.
  • Fariborzi, E., & Zahedifard, M. (2012). E-mail Marketing: Advantages, Disadvantages andImproving Techniques. International Journal of e-Education, e-Business, e-Management and e-Learning, 2(3), 232.
  • Gaskill, S. & Hackett, A. (2001). E-mail and text message marketing. Interactive Marketing, 3 (2), 160-165.
  • Goff, N. (2011). Direct-response bookselling: How it died, why it is alive again, and why it will become even more important in the future. Publishing Research Quarterly, 27 (3), 259.
  • Gosling, S. D., Vazire, S., Srivastava, S. & John, O. P. (2004). Should we trust web-based studies? A comparative analysis of six preconceptions about internet questionnaires. American Psychologist, 59 (2), 93-104.
  • Gough, D., Kiwan, D., Suttcliffe, K., Simpson, D., & Houghton, N. (2006). A systematic map and synthesis review of the effectiveness of personal development planning for improving student learning. EPPI-Centre, 1 (1), 1-127.
  • Gratton, E. (2003). Internet and wireless privacy: a legal guide to global business practices. Toronto: CCH Canadian Limited.
  • Green, B. N., Johnson, C. D., & Adams, A. (2006). Writing narrative literature reviews for peer-reviewed journals: secrets of the trade. Journal of chiropractic medicine, 5 (3), 101-117.
  • Gupta, N. (2019). Message strategy of promotional e-mails in India: a content analysis. International Journal of Electronic Marketing and Retailing, 10 (4), 351-367.
  • Hair, J. F., Celsi, M., Ortinau, D. J. & Bush, R. P. (2008). Essentials of marketing research. New York, NY: McGraw-Hill/Higher Education.
  • Hamilton, M., Kaltcheva, V. D. & Rohm, A. J. (2016). Hashtags and handshakes: consumer motives and platform use in brand-consumer interactions. The Journal of Consumer Marketing, 33 (2), 135.
  • Harrison, R. L. & Reilly, T. M. (2011). Mixed methods designs in marketing research. Qualitative Market Research: An International Journal, 14 (1), 7-26.
  • Hartemo, M. (2016). Email marketing in the era of the empowered consumer. Journal of Research in Interactive Marketing, 10 (3), 212-230.
  • Hartemo, M., Suomi, R. & Hakala, U. (2016). Towards Improved Performance: A Model for Testing Email Newsletter Design. Journal of Electronic Commerce in Organizations (JECO), 14 (3), 1-16.
  • Heiens, R. A. & Narayanaswamy, R. (2016). An examination of the e-mail and electronic relationship marketing practices of the USA's top 500 online retailers. International Journal of Electronic Customer Relationship Management, 10 (2-4), 125-137.
  • Hoge, C.C. (1993). The Electronic Marketing Manual. New York, NY: McGraw-Hill.
  • Hudák, M., Kianičková, E., & Madleňák, R. (2017). The importance of e-mail marketing in e-commerce. Procedia engineering, 192, 342-347.
  • Internet World Stats (2020). Internet Users Distribution in the World 2020 Q1. https://www.internetworldstats.com/stats.htm (Erişim: 14.04.2020).
  • Jain, Y. & Garg, R. (2014). National email benchmarking report 2013. Journal of Direct, Data and Digital Marketing Practice, 16 (2), 92-97.
  • Jain, Y. & Reed, D. (2013). DMA print tracking: Attributes of media channels. Journal of Direct, Data and Digital Marketing Practice, 15 (1), 56-63.
  • Khan, S. F., Rehman, S., Khan, M. K. & Khan, M. A. (2016). Influence of gender and nationality on consumers’ perception towards email marketing: an exploratory study in Oman. International Journal of Applied Business and Economic Research, 14 (1), 457-464.
  • Kinnard, S. (2002). Marketing with e-mail: a spam-free guide to increasing sales, building loyalty, and increasing awareness. Toronto: Maximum Press.
  • Klenosky, D. B. & Brey, E. T. (2010). Permission to promote: a conjoint investigation of e-newsletter preferences. International Journal of Sport Management and Marketing, 7 (3-4), 173-189.
  • Knight, G. (1999). International services marketing: review of research, 1980-1998. Journal of Services Marketing, 13 (4-5), 347-360.
  • Krishnamurthy, S. (2001). A comprehensive analysis of permission marketing. Journal of Computer Mediated Communication 6 (2): JCMC623.
  • Kucuk, S. U. (2011). Towards integrated e-marketing value creation process. Journal of Direct, Data and Digital Marketing Practice, 12 (4), 345-363.
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There are 89 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Canberk Çetin 0000-0003-0755-2601

Muhammet Ali Tiltay 0000-0001-7877-8523

Publication Date December 31, 2021
Submission Date July 29, 2020
Published in Issue Year 2021 Volume: 23 Issue: 4

Cite

APA Çetin, C., & Tiltay, M. A. (2021). E-POSTA PAZARLAMASI ALANINDA 1950-2019 YILLARI ARASINDA YAPILAN ÇALIŞMALARA YÖNELİK BİR ŞEMATİK YAZIN TARAMASI. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23(4), 1543-1587. https://doi.org/10.16953/deusosbil.775669