Universitat de Barcelona
2019-05-03T11:42:08Z
2019-05-03T11:42:08Z
2018-07
2019-05-03T11:42:09Z
Using game theory, this study analyzed clients' decisions after receiving digital relational marketing campaigns via email for two types of products: apparel and electronics-music-video. The objectives were to analyze the promotional and relational e-mails to discern which of the two is most effective in achieving marketing objectives and short-term business objectives. A cross-sectional study was carried out, with samples from Spain and Colombia, starting from a total of 400 surveys, a game based on the Nash Theory was proposed, having as a more important result, regardless of the type of email received by the client, the last action of the client will be marked as 'spam'. Likewise, differences were found by country and by gender depending on the type of product and no conclusive differences were found on which type of communication (promotional or differential) is better received by the client.
Article
Published version
English
Correu electrònic; Màrqueting per Internet; Teoria de jocs; Àlgebra diferencial; Relacions amb els clients; Electronic mail systems; Internet marketing; Game theory; Differential algebra; Customer relations
Harvard Deusto Business Review y EAE Business School
Reproducció del document publicat a: https://doi.org/10.3926/hdbr.177
Harvard Deusto Business Research, 2018, vol. 7, num. 1, p. 2-18
https://doi.org/10.3926/hdbr.177
cc-by (c) Sánchez Torres, Javier A. et al., 2018
http://creativecommons.org/licenses/by/3.0/es
