Ligaraba, Neo, Chuchu, Tinashe and Nyagadza, Brighton 
ORCID: https://orcid.org/0000-0001-7226-0635
(2023)
Opt-in e-mail marketing influence on consumer behaviour: A Stimuli–Organism–Response (S–O–R) theory perspective.
Cogent Business & Management, 10 (1).
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Opt-in e-mail marketing influence on consumer behaviour A Stimuli Organism Response S O R theory perspective.pdf - Published Version Available under License Creative Commons Attribution Non-commercial No Derivatives. | Preview |
Abstract
The paper examines the influence of opt-in e-mail marketing on consumer behaviour. The study attempts to extend the Stimuli–Organism–Response (S–O–R) theory that has been broadly explored in consumer research. Following
a critical review of the literature organisation approach, a hypothetical model has been proposed for this study, based on identified factors, such as, informational
value, entertainment-based message content, layout, visual appeal, attitude toward e-mail advertising and intention towards the sender in the context of opt-in email
marketing. Data were collected in South Africa through an online survey of 436 opt-in e-mail marketing subscribers. Structural equation modelling (SEM) was employed
to measure the proposed hypotheses of the study. The research results suggest that even during a pandemic, e-mail marketers could employ certain features in promotional and informational e-mail marketing communication, particularly informational value, entertainment-based message content, layout, visual appeal, as a means to design their e-mail marketing messages and plan e-mail advertising campaigns. The findings of the study are intended to advance the e-mail marketing knowledge base to help marketers during a pandemic, such as COVID-19. The paper provides marketers with relevant insights on how to effectively engage with e-mail subscribers.
| Item Type: | Article |
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| Status: | Published |
| DOI: | https://doi.org/10.1080/23311975.2023.2184244 |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products |
| School/Department: | London Campus |
| URI: | https://ray.yorksj.ac.uk/id/eprint/10298 |
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