Cognitive predictors of consumers’ intention to comply with social marketing email appeals

作者：

Highlights：

• 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.

摘要

•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.

论文关键词：Social marketing,Computer-mediated communication,Persuasion,Influence,Compliance,Survey research

论文评审过程：Available online 20 June 2015, Version of Record 20 June 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.06.014