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Published version

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2018-07

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cc-by (c) Sánchez Torres, Javier A. et al., 2018
Please use this identifier to cite or link to this item: https://hdl.handle.net/2445/132658

What kind of e-mail information is more effective in communicating with the client? Application of game theory

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https://doi.org/10.3926/hdbr.177

Abstract

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.

Subject

Correu electrònic, Màrqueting per Internet, Teoria de jocs, Àlgebra diferencial, Relacions amb els clients

Subject (English)

Electronic mail systems, Internet marketing, Game theory, Differential algebra, Customer relations

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Articles publicats en revistes (Matemàtica Econòmica, Financera i Actuarial)

Citation

SÁNCHEZ TORRES, Javier Alirio, RIVERA GONZÁLEZ, Julián A. and JORBA, Lambert. What kind of e-mail information is more effective in communicating with the client? Application of game theory. Harvard Deusto Business Research. 2018. Vol. 7, num. 1, pags. 2-18. ISSN 2254-6235. [consulted: 14 of August of 2026]. Available at: https://hdl.handle.net/2445/132658

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