Students’ Attitude of Email Advertising in Rajarata University of Sri Lanka

Abstract

E-mail advertising is rapidly progressing among businesses due to advancement of technology, but customers blur using e-mail advertisement. The study examined the students’ attitude towards clicking on email advertisements in Rajarata University of Sri Lanka. Literature noted that users did not click on e-mail advertisement due to its dimensions. Empirical data were collected from 150 students from Rajarata University of Sri Lanka using administrative questionnaire, which was built on empirically evidences. Data analysis comprised statistical tools including correlation and regression analysis. According to the findings, design features and content features of emails were statistically significant on students’ attitude towards use of email advertising. The design features such as colours and fonts and the content features such as brand name, subject line and length of email have to be used effectively to improve the consumer attitude towards email advertising.

Keywords: attitude, advertisement, e-mail, design features, content features