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

• 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
• Institution: Sunway University

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:...