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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| Main Authors: | , , , , , , |
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| Format: | Article |
| Published: |
Emerald
2019
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/1107/ http://doi.org/10.1108/JRIM-09-2018-0112 |
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