Opt-in e-mail marketing influence on consumer behaviour: A Stimuli–Organism–Response (S–O–R) theory perspective
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 i