Influence of cultural dimensions on promotional e-mail effectiveness

•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-mail...

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Bibliographic Details
Published in:Technological forecasting & social change 2020-01, Vol.150, p.119788, Article 119788
Main Authors: Lorente-Páramo, Ángel J., Hernández-García, Ángel, Chaparro-Peláez, Julián
Format: Article
Language:English
Subjects:
Advertising
Channels
Communication
Community research
Cultural factors
Digital media
Electronic mail
Email
Flexibility
Internet
Mail
Marketing
Mass media
Online advertising
Organizational effectiveness
Social media
Social networks
World population
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Summary:•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. [Display omitted]
ISSN:0040-1625
1873-5509
DOI:10.1016/j.techfore.2019.119788