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Abstract
The present study aimed at assessing Syrian consumers' beliefs regarding, attitude, and behavioral responses toward e-mail advertising and investigating the relationships among those variables. A cross-sectional survey was conducted and it yielded 273 valid responses. The proposed model was analyzed and tested using a structural equation modelling approach. Our findings showed that both informativeness and entertainment beliefs positively predicted Syrian 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.