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Opt-in e-mail marketing influence on consumer behaviour : a Stimuli-Organism-Response (S-O-R) theory perspective

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 Stimuli-Organism-Response (S-O-R) theory that has been broadly explored in consumer research. Following a critical review of the literature organisation approach, a hypothetical...

Persistent link: https://www.econbiz.de/10014468682

Marketing cereal to the Generation Z cohort : what are the key drivers that stimulate consumer behavioural intentions in South Africa?

Maziriri, Eugine Tafadzwa; Nyagadza, Brighton; … - In: Young consumers : insight and ideas for responsible … 24 (2023) 5, pp. 615-648

Persistent link: https://www.econbiz.de/10014381049

Fashion designers' attitude-behaviour inconsistencies towards a sustainable business model : a neutralisation theory perspective

Muposhi, Asphat; Nyagadza, Brighton; Mafini, Chengedzai - In: Journal of fashion marketing and management 27 (2023) 1, pp. 1-20

Persistent link: https://www.econbiz.de/10013555070

Examining the influence of price-quality inference and consumer attitudes on the inclination to buy non-deceptive counterfeit goods : evidence from South Africa

Ndofirepi, Takawira Munyaradzi; Chuchu, Tinashe; … - In: European journal of management studies : EJMS 27 (2022) 3, pp. 317-339

Persistent link: https://www.econbiz.de/10013465732