The effects of e-mail marketing on trade fair exhibitors' behavioral intentions

Due to the internet's becoming one of the most convenient ways of communication, electronic mail marketing which is one of the direct marketing techniques becomes one of the most important and dynamic way to communicate with customers. Considering this fact, this study is about electronic mail marketing which is an effective tool for business to contact with customers. The digital transformation we live individually has found acceptance in business and with the changing consumer needs and market conditions, it has caused searching new ways of marketing techniques by marketers. This study was aimed to research the role, effects and the use of electronic mail as electronic marketing tool and highlight the opportunities electronic mail marketing provides and its efficiency on trade exhibition professionals. This study which is based on a survey of 20.836 e-newsletter users in Antalya Fair Managements database was also aimed to examine the effects of electronic mail marketing on trade exhibition professionals in terms of perceived value and adoption intention. This study evaluates and explores the effectiveness of e-mail marketing which has increased rapidly in usage and effectiveness due to developing internet technologies. In the study, the independent variables; usefulness, instant connectivity and ease of use have significant effects on perceived value. The effects of these independent variables on behavioral intentions were measured with three different variables and it is observed that the variables have significant effects on loyalty and recommendation intentions used as dependent variables. It is hoped that these results will provide insight for professionals using or planning to use e-mail marketing method.