Newly subscribed! Effects of e-mail newsletters on news-reading habit and subscriber retention during onboarding: evidence from clickstream and subscription data
Su Jung Kim, Ho Kim, Jaewon R. Choi, Edward C. Malthouse
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Abstract
Despite the increasing popularity of e-mail newsletters, there have been few studies that examine the effects of signing up for e-mail newsletters among news subscribers, especially its role in enh...
期刊介绍：
The Journal of Media Economics publishes original research on the economics and policy of mediated communication, focusing on firms, markets, and institutions. Reflecting the increasing diversity of analytical approaches employed in economics and recognizing that policies promoting social and political objectives may have significant economic impacts on media, the Journal encourages submissions reflecting the insights of diverse disciplinary perspectives and research methodologies, both empirical and theoretical.
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