{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,2]],"date-time":"2026-07-02T15:54:02Z","timestamp":1783007642986,"version":"3.54.5"},"reference-count":43,"publisher":"Emerald","issue":"1","license":[{"start":{"date-parts":[[2006,1,1]],"date-time":"2006-01-01T00:00:00Z","timestamp":1136073600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2006,1,1]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-heading\">Purpose<\/jats:title><jats:p>The purpose of this paper is to provide a conceptual overview of the process of unsolicited commercial e\u2010mail (UCE), propose a typology of UCE, and delineate key stakeholders of UCE, their roles and potential responses through a stakeholder analysis.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>Based on the extant literature, this paper provides a conceptualization of the UCE process, delineating specific types of UCE. It uses stakeholder analysis to identify key members in the UCE process and the potential roles to be played by them in combating UCE.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>This paper proposes a four\u2010way typology of the UCE process, identifies key stakeholders, and also mechanisms for tackling UCE.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/applications<\/jats:title><jats:p>Given the limited empirical research on this topic, this paper is exploratory in nature, integrating concepts from marketing and e\u2010commerce research streams. It will provide a solid conceptual foundation for future empirical research on UCE.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>This paper will be a useful resource for customers, Internet merchants, policy makers, direct marketing associations, agencies and consumer awareness groups that are working on Internet security, privacy and anti\u2010spam issues.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>This paper addresses an important and timely issue, filling an important gap in current research on e\u2010mail marketing. It provides conceptual foundations on UCE, and deploys stakeholder analysis to suggest useful guidelines for practice.<\/jats:p><\/jats:sec>","DOI":"10.1108\/10662240610642532","type":"journal-article","created":{"date-parts":[[2006,6,29]],"date-time":"2006-06-29T23:57:49Z","timestamp":1151625469000},"page":"38-52","source":"Crossref","is-referenced-by-count":20,"title":["E\u2010mail marketing at the crossroads"],"prefix":"10.1108","volume":"16","author":[{"given":"Evangelos","family":"Moustakas","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"C.","family":"Ranganathan","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Penny","family":"Duquenoy","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","reference":[{"key":"key2022031620101001900_b1","doi-asserted-by":"crossref","unstructured":"Bellovin, S.M. 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