Influence of cultural dimensions on promotional e-mail effectiveness

Ángel J. Lorente-Páramo, Ángel Hernández-García and Julián Chaparro-Peláez

Technological Forecasting and Social Change, 2020, vol. 150, issue C

Abstract: •Cultural dimensions help explain unsubscription rates.•Individualism and long-term orientation predict promotional e-mail effectiveness.•Cultural adaptation of e-mails must extend to neighboring contexts (e.g. websites).•E-mails should be direct and personalized in individualistic countries.•E-mails should avoid references to immediate action in long-term-oriented countries.

Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0040162519310571
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:150:y:2020:i:c:s0040162519310571

DOI: 10.1016/j.techfore.2019.119788

Access Statistics for this article

Technological Forecasting and Social Change is currently edited by Fred Phillips

More articles in Technological Forecasting and Social Change from Elsevier
Bibliographic data for series maintained by Catherine Liu ().