Limitations of the Use of E-Mail as Communication Strategy in Downstream Social Marketing for the People from Espirito Santo- Brazil
| dc.contributor.author | Miranda M.F. | |
| dc.contributor.author | d'Angelo M.J. | |
| dc.date.accessioned | 2024-03-12T23:52:48Z | |
| dc.date.available | 2024-03-12T23:52:48Z | |
| dc.date.issued | 2019 | |
| dc.description.abstract | © 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. | |
| dc.description.firstpage | 198 | |
| dc.description.issuenumber | 2 | |
| dc.description.lastpage | 223 | |
| dc.description.volume | 18 | |
| dc.identifier.doi | 10.5585/remark.v18i2.4004 | |
| dc.identifier.issn | 2177-5184 | |
| dc.identifier.uri | https://dspace.mackenzie.br/handle/10899/35248 | |
| dc.relation.ispartof | Revista Brasileira de Marketing | |
| dc.rights | Acesso Aberto | |
| dc.subject.otherlanguage | Attitudes. Behaviour change | |
| dc.subject.otherlanguage | Decision to read the e-mail | |
| dc.subject.otherlanguage | Downstream marketing | |
| dc.subject.otherlanguage | Social cognitive theory | |
| dc.title | Limitations of the Use of E-Mail as Communication Strategy in Downstream Social Marketing for the People from Espirito Santo- Brazil | |
| dc.type | Artigo | |
| local.scopus.citations | 0 | |
| local.scopus.eid | 2-s2.0-85091428831 | |
| local.scopus.updated | 2024-05-01 | |
| local.scopus.url | https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85091428831&origin=inward |