Abstract

Purpose – This study assesses consumers’ beliefs in three Middle Eastern Arab countries regarding attitudinal and behavioural responses towards permission-based Direct Email Marketing (hereafter DEM) and the moderating role of gender in the hypothesized path model.
Design/methodology/approach – Structural equation modelling was used to test our hypothesized path model, utilizing data collected from 829 respondents.
Findings – Our findings show that attitude was found to fully mediate the relationship between beliefs and behavioural responses towards permission-based DEM. Gender moderates the relationship between beliefs and attitudes, and responses to permission-based DEM. Notably, female respondents were found to react more actively when exposed to permission-based DEM.
Research limitations/implications – Further qualitative research is needed to learn more about how and why individuals develop behavioural intentions in certain ways towards opt-in DEM. Also, neuropsychology approaches such eye-tracking are endorsed for future research to gain more insights and conquer biases associated with self-reporting procedures in countries where such technologies are deemed as legal and ethical to be used with human subjects.
Practical implications – Advertisers promoting products and services in the Middle Eastern Arab context should take further steps to enhance the quality of information [including cultural sensitiveness] and the perceived entertainment value that could be delivered to consumers through permission-based DEM, especially for female internet users. Additionally, this study highly recommends the double opt-in approach to permission-based DEM.
Originality/value – To the best of our knowledge, this is the first attempt to address the gender role as a moderator of the path depicting the effectiveness of permission-based DEM approach in the Middle East (Arab counties), from beliefs to behavioural responses via attitudes.