Email is evil! Behavioural responses towards permission-based direct email marketing and gender differences

Email is evil! Behavioural responses towards permission-based direct email marketing and gender differences

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:...

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Bibliographic Details
Main Authors: Mahmoud, A. B., Grigoriou, N., Fuxman, L., Hack-Polay, D., Mahmoud, F. B., Yafi, E., Tehseen, Shehnaz *
Format: Article
Published: Emerald 2019
Subjects:
HM Sociology
Online Access:http://eprints.sunway.edu.my/1107/
http://doi.org/10.1108/JRIM-09-2018-0112
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Institution: Sunway University

Internet

http://eprints.sunway.edu.my/1107/
http://doi.org/10.1108/JRIM-09-2018-0112

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