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Determinanten und Wirkungen der wahrgenommenen Aufdringlichkeit von E-Newslettern bei Konsumenten

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Dialogmarketing Perspektiven 2018/2019

Zusammenfassung

Elektronische Newsletter gehören seit einiger Zeit zu den etablierten Instrumenten der direkten Kundenansprache im B2C- wie auch im B2B-Bereich. In Deutschland setzt der Versand von E-Newslettern aus verbraucherschutz- und wettbewerbsrechtlicher Sicht die Zustimmung der Empfänger voraus, mit diesem Medium kontaktiert zu werden. Es handelt sich somit um eine „angeforderte“ bzw. „abonnierte“ Form des Kundenkontakts, der in der Regel ein höherer Grad an Akzeptanz zugeordnet wird als der klassischen Push-Kommunikation. Dennoch lässt das Interesse der Empfänger an den Informationen oft schnell nach, und die ehemals verlangten Newsletter werden zu aufdringlichen Kommunikationsmedien. Im vorliegenden Beitrag werden Einflussgrößen der wahrgenommenen Aufdringlichkeit von E-Newslettern bei Konsumenten untersucht und Handlungsempfehlungen für Versender zur Aufdringlichkeitsvermeidung skizziert. Grundlage hierfür sind die Ergebnisse einer empirischen Untersuchung bei 177 Verbrauchern in Deutschland.

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  1. Universität Kassel, Kassel, Deutschland

    Andreas Mann & Andrea Barkhof

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    Deutscher Dialogmarketing Verband e.V.

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Mann, A., Barkhof, A. (2019). Determinanten und Wirkungen der wahrgenommenen Aufdringlichkeit von E-Newslettern bei Konsumenten. In: Deutscher Dialogmarketing Verband e.V. (eds) Dialogmarketing Perspektiven 2018/2019. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-25583-1_10

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