...Angeline Close Scheinbaum; Stefan Hampel; Mihyun Kang 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...

..., they focus more on word-of-mouth marketing to reach their potential customers. Design/methodology/approach – A 2 (high/low utilitarian message context) × 2 (high/low hedonic message context) × 2 (message source: strong/weak tie strength) × 2 (channel: e-mail/blog) between-subjects experiment...