Name
Title | ||
|---|---|---|
Cognitive predictors of consumers’ intention to comply with social marketing email appeals |
Abstract | ||
|---|---|---|
We explore the role of five cognitive factors in consumers' evaluation of social marketing email.Message involvement and perceived effort are strong predictors of receivers' intention to comply.Benefit goals and trusting beliefs are also significant predictors; cost goals is not significant.Consumers evaluate social marketing email based on multiple, diverse cognitive factors. Email is used increasingly by social marketers to appeal to consumers, however, relatively little is known regarding the cognitive processes which lead consumers to comply with actions that marketers request in email messages. This exploratory study tests the direct effects of five cognitive factors that characterize the message receiver on intention to comply with an email appeal. These cognitive factors are benefit goals and cost goals related to the message, trusting beliefs in the message sender, involvement with the message, and perceived effort of complying with the appeal. We find four of the five factors are significant predictors of intention to comply, jointly explaining 70% of variance in this measure. |
Year | DOI | Venue |
|---|---|---|
2015 | 10.1016/j.chb.2015.06.014 | Computers in Human Behavior |
Keywords | Field | DocType |
Social marketing,Computer-mediated communication,Persuasion,Influence,Compliance,Survey research | Social psychology,Persuasion,Appeal,Psychology,Social marketing,Communication source,Survey research,Computer-mediated communication,Cognition,Exploratory research | Journal |
Volume | Issue | ISSN |
52 | C | 0747-5632 |
Citations | PageRank | References |
2 | 0.36 | 27 |
Authors | ||
3 | ||
Name | Order | Citations | PageRank |
|---|---|---|---|
| E. Vance Wilson | 1 | 372 | 35.76 |
| Adrienne Hall-Phillips | 2 | 11 | 3.31 |
| Soussan Djamasbi | 3 | 232 | 29.60 |