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Cogent Business & Management Volume 10, 2023 - Issue 1
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MARKETING

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]
ORCID Iconhttps://orcid.org/0000-0001-7226-0635View further author information
ORCID Icon
Article: 2184244 | Received 11 Jul 2022, Accepted 16 Feb 2023, Published online: 28 Feb 2023

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