Opt-in e-mail marketing influence on consumer behaviour: A Stimuli–Organism–Response (S–O–R) theory perspective
AbstractThe 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 hypothetica...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2023-12-01
|
| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2023.2184244 |
| _version_ | 1797770235435024384 |
|---|---|
| author | Neo Ligaraba Tinashe Chuchu Brighton Nyagadza |
| author_facet | Neo Ligaraba Tinashe Chuchu Brighton Nyagadza |
| author_sort | Neo Ligaraba |
| collection | DOAJ |
| description | AbstractThe 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. |
| first_indexed | 2024-03-12T21:20:23Z |
| format | Article |
| id | doaj.art-002120ce774342819cd423ee3d9c9bba |
| institution | Directory Open Access Journal |
| issn | 2331-1975 |
| language | English |
| last_indexed | 2024-03-12T21:20:23Z |
| publishDate | 2023-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj.art-002120ce774342819cd423ee3d9c9bba2023-07-28T20:55:16ZengTaylor & Francis GroupCogent Business & Management2331-19752023-12-0110110.1080/23311975.2023.2184244Opt-in e-mail marketing influence on consumer behaviour: A Stimuli–Organism–Response (S–O–R) theory perspectiveNeo Ligaraba0Tinashe Chuchu1Brighton Nyagadza2Department of Marketing, School of Economic and Business Sciences, Faculty of Commerce, Law and Management, University of the Witwatersrand, Johannesburg, South AfricaDepartment of Marketing, School of Economic and Business Sciences, Faculty of Commerce, Law and Management, University of the Witwatersrand, Johannesburg, South AfricaDepartment of Marketing, Marondera University of Agricultural Sciences & Technology (MUAST), ZimbabweAbstractThe 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.https://www.tandfonline.com/doi/10.1080/23311975.2023.2184244Consumer behaviouropt-in e-mail marketinge-mail marketingsubscribersCOVID-19 pandemicSouth Africa |
| spellingShingle | Neo Ligaraba Tinashe Chuchu Brighton Nyagadza Opt-in e-mail marketing influence on consumer behaviour: A Stimuli–Organism–Response (S–O–R) theory perspective Cogent Business & Management Consumer behaviour opt-in e-mail marketing e-mail marketing subscribers COVID-19 pandemic South Africa |
| title | Opt-in e-mail marketing influence on consumer behaviour: A Stimuli–Organism–Response (S–O–R) theory perspective |
| title_full | Opt-in e-mail marketing influence on consumer behaviour: A Stimuli–Organism–Response (S–O–R) theory perspective |
| title_fullStr | Opt-in e-mail marketing influence on consumer behaviour: A Stimuli–Organism–Response (S–O–R) theory perspective |
| title_full_unstemmed | Opt-in e-mail marketing influence on consumer behaviour: A Stimuli–Organism–Response (S–O–R) theory perspective |
| title_short | Opt-in e-mail marketing influence on consumer behaviour: A Stimuli–Organism–Response (S–O–R) theory perspective |
| title_sort | opt in e mail marketing influence on consumer behaviour a stimuli organism response s o r theory perspective |
| topic | Consumer behaviour opt-in e-mail marketing e-mail marketing subscribers COVID-19 pandemic South Africa |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2023.2184244 |
| work_keys_str_mv | AT neoligaraba optinemailmarketinginfluenceonconsumerbehaviourastimuliorganismresponsesortheoryperspective AT tinashechuchu optinemailmarketinginfluenceonconsumerbehaviourastimuliorganismresponsesortheoryperspective AT brightonnyagadza optinemailmarketinginfluenceonconsumerbehaviourastimuliorganismresponsesortheoryperspective |