Opt-in e-mail marketing influence on consumer behaviour: A Stimuli–Organism–Response (S–O–R) theory perspective

Neo Ligaraba1 Department of Marketing, School of Economic and Business Sciences, Faculty of Commerce, Law and Management, University of the Witwatersrand, Johannesburg, South AfricaView further author information

Tinashe Chuchu1 Department of Marketing, School of Economic and Business Sciences, Faculty of Commerce, Law and Management, University of the Witwatersrand, Johannesburg, South AfricaView further author information

Brighton Nyagadza2 Department of Marketing, Marondera University of Agricultural Sciences & Technology (MUAST), ZimbabweCorrespondence[email protected]

https://orcid.org/0000-0001-7226-0635 View further author information

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