The Influence of Socioeconomic and Technological Factors on Direct Mail Volume in Western European Economies: A Pooled Cross-Sectional Time-Series Analysis
Journal of Interactive Marketing
This article discusses the influence of socioeconomic and technological factors on direct mail volume in 12 Western European economies. Relations between these variables are studied using a pooled cross‐sectional time‐series model. The findings suggest that telephones and income significantly influence direct mail volume in these Western European economies. Research hypotheses, empirical findings, and future research directions are presented.