Date of Award
2025
Degree Name
<-- Please Select One -->
Degree Name
Doctor of Philosophy (Business)
Schools and Centres
Business
First Supervisor
Dr José Sakakibara
Second Supervisor
Dr Saif Dewan
Abstract
Email advertising continues to grow as an essential card in the playbook of current day digital marketers, especially within the hyper competitive world of online fashion. This thesis examines the multifaceted effects of email advertising on consumer response within Australia, drawing new insights from the recent influence of personalised email advertising content.
Employing a mixed methods approach, qualitative analysis first utilises thematic coding to uncover key insights drawn from interviews with current day fashion marketing professionals. These interviews explore the perceptions of email advertising effectiveness, preferences in personalised content, and the behavioural trends of online fashion shoppers.
The quantitative analysis then utilises an extension of Chang et al.'s (2013) model of email advertising effectiveness, to investigate perceived consumer intrusiveness through measuring the impacts of quality of information, entertainment, financial rewards and personalisation. This new proposed model is used to explore key differences within the industry, country, and generation of shoppers to better understand the statistical impact of personalised content on the consumer response of Australian online fashion shoppers belonging to 'Generation Z'.
Analysing both quantitative and qualitative findings provides a comprehensive understanding of how personalised content in email advertisements shapes consumer attitudes, intentions, and response in Australia's dynamic online fashion industry. The thesis concludes with practical recommendations for fashion marketers to optimise future email advertisements and guidance for marketing academics on further research into the effectiveness of personalised email advertising content.
Publication Details
Curtis, T. (2025). The Effects of Email Advertising on Consumer Response in Australian Online Fashion. [<-- Please Select One -->]. The University of Notre Dame Australia. https://researchonline.nd.edu.au/theses/480