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

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

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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 1073spx 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 here 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.