E-mail advertising: a middle eastern perspective and the moderating role of gender

Mahmoud, Ali and Grigoriou, Nicholas and Hack-polay, Dieu (2017) E-mail advertising: a middle eastern perspective and the moderating role of gender. In: British Academy of Management Conference, University of Warwick.

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Abstract

Little is known about Middle Eastern consumers’ attitudes and behavioral responses towards email advertising. This study is aimed at assessing Middle Eastern consumers’ beliefs regarding attitude and behavioral responses toward e-mail advertising and moderating role exerted by gender over the path model. A cross-sectional survey was conducted among 1200 respondents and yielded 321 valid responses. The proposed model was analyzed and tested using structural equation modeling. Our findings showed that both informativeness and entertainment beliefs positively predicted Middle Eastern consumers’ attitudes toward e-mail advertising. Additionally, attitude was found to fully mediate the relationship between beliefs regarding and behavioral responses toward e-mail advertising. Notably, females were found to react more intensely when exposed to email ads. Our findings suggest that advertisers promoting in a Middle Eastern context should take further steps to enhance the quality of information and the perceived entertainment value that could be delivered to Middle Eastern consumers through e-mail advertising specially for female internet users.

Item Type: Conference or Workshop Item (Paper)
Faculty / Department: Faculty of Arts & Humanities > Business School
Depositing User: Ali Mahmoud
Date Deposited: 24 Jan 2018 09:21
Last Modified: 24 Jan 2018 09:21
URI: http://hira.hope.ac.uk/id/eprint/2179

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