作者
A. B. Mahmoud, N. Grigoriou, L Fuxman, D Hack-Polay, F. B. Mahmoud, E. Yafi, S. Tehseen
发表日期
2019
期刊
Journal of Research in Interactive Marketing
出版商
Emerald
简介
Purpose
This study aims to assess consumers’ beliefs in three Middle Eastern Arab countries regarding attitudinal and behavioural responses towards permission-based direct email marketing (hereafter DEM) and the moderating role of gender in the hypothesised path model.
Design/methodology/approach
Structural equation modelling was used to test the hypothesised path model by using data collected from 829 respondents.
Findings
The findings show that attitude was found to fully mediate the relationship between beliefs and behavioural responses towards permission-based DEM. Gender moderates the relationship between beliefs and attitudes and responses to permission-based DEM. Notably, female respondents were found to react more actively when exposed to permission-based DEM.
Research limitations/implications
Further qualitative research is needed to learn more about how and why individuals …
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AB Mahmoud, N Grigoriou, L Fuxman, D Hack-Polay… - Journal of Research in Interactive Marketing, 2019