Kim Janssens

Spam and Marketing Communications

Abstract The purpose of this research is to describe how spam has become an issue in marketing communications, considering opinions of the digital marketing sector and Internet users. In-depth interviews were organized with digital marketing experts in order to gain a profounder understanding in the complex construct of spam. Additionally, a web-based survey explored whether and how Internet users handle spam and privacy online. Survey results unveiled three users segments, each holding specific profiles on concern for personal information exposed online, sharing information online, and particular coping actions against spamming (Buchanan, Paine, Joinson, & Reips, 2006; Smith, Milberg, & Burke, 1996).