Ligaraba, Neo; Chuchu, Tinashe; Nyagadza, Brighton - In: Cogent Business & Management 10 (2023) 1, pp. 1-17
The paper examines the influence of opt-in e-mail marketing on consumer behaviour. The study attempts to extend the …-mail advertising and intention towards the sender in the context of opt-in email marketing. Data were collected in South Africa through … an online survey of 436 opt-in e-mail marketing subscribers. Structural equation modelling (SEM) was employed to measure …