Limitations of the Use of E-Mail as Communication Strategy in Downstream Social Marketing for the People from Espirito Santo- Brazil
Tipo
Artigo
Data de publicação
2019
Periódico
Revista Brasileira de Marketing
Citações (Scopus)
0
Autores
Miranda M.F.
d'Angelo M.J.
d'Angelo M.J.
Orientador
Título da Revista
ISSN da Revista
Título de Volume
Membros da banca
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Resumo
© 2020 Journal of Nanjing Agricultural University. All rights reserved.Objective: Based on social cognitive theory, this study has three objectives: i) identify receivers’ attitudes regarding the decision to read or delete a message sent via e-mail; ii) discuss the perceived intrusiveness in the intentions of receivers to respond to the appeals of the message; and iii) identify cognitive factors that predict receivers’ intention, after deciding to read, toward compliance with an e-mail appeal. Methodology: It is quantitative, cross-sectional research with students from a higher education institution, in the state of Espírito Santo, Brazil. The data were interpreted through three analyses: structural equation modeling, Probit and cross-frequency. Originality / relevance: This research advances the exploratory study of Wilson et al. (2015) by analyzing the attitudes of email recipients based on permission, in addition to considering the perceived intrusive aspect. Results: Evidence show that, although half of the respondents chose to read the e-mail message, their perception of little utility, relevance, and familiarity with the subject may have contributed to negative attitudes towards e-mail. This perception may be interfering with the respondents’ social cognitive factors, preventing them from changing and maintaining new attitudes, especially in regions with low per capita income. Theoretical contributions: The focus of downstream social marketing lies in changing individual behaviour, therefore, reliance on communication strategy is based on sending a social marketing message via e-mail only and may limit its effectiveness to change behaviour, especially to help people in other continents. Management contributions: Results can also act as contributory factors for the formulation of more effective social marketing strategic actions to instigate new attitudes and behaviours, regarding the help of strangers.