Human Perception on Email Marketing Messages from a Catering Company

Vlad Tudor

Student thesis: Master thesis


Email marketing is a tool on which most of today’s greatest companies rely heavily. However, despite its potential to reach all the customers that a company has in its database at once, it is critical to see how different ways of framing an email marketing message can impact the customers’ perception about that certain message and thus, predict how a customer will act upon it. Although, it is a subject with enormous study potential, not many researchers have explained the importance of framing email messages. For this paper there were designed four different surveys, two of them encapsulating socially and financially framed referral marketing messages, and the other two encapsulating socially and financially framed coupon marketing messages. It has been found that individuals, considered potential clients of a catering company are more likely to refer a friend when they are confronted with a message that is socially framed compared to financially framed. Unexpectedly, individuals are also more likely to place an order using a coupon code when they are confronted with a socially framed message rather than financially framed. As a matter of fact, it seems that, overall, messages that are framed socially are more influent than messages framed financially. These findings contribute to the email marketing and message framing literature and offer useful new insights not only for catering companies, but all businesses that actively use email marketing

EducationsMSc in Business Administration and E-business, (Graduate Programme) Final Thesis
Publication date2021
Number of pages41
SupervisorsQiqi Jiang