Limitations of the use of e-mail as communication strategy in downstream social marketing for the people from Espirito Santo- Brazil

Abstract

Objective: Based on social cognitive theory, this study has three objectives: i) identify receivers’ attitudes regarding the decision to read or delete a message sent via e-mail; ii) discuss the perceived intrusiveness in the intentions of receivers to respond to the appeals of the message; and iii) identify cognitive factors that predict receivers’ intention, after deciding to read, toward compliance with an e-mail appeal. 
Methodology: It is quantitative, cross-sectional research with students from a higher education institution, in the state of Espírito Santo, Brazil. The data were interpreted through three analyses: structural equation modeling, Probit and cross-frequency.
Originality / relevance: This research advances the exploratory study of Wilson et al. (2015) by analyzing the attitudes of email recipients based on permission, in addition to considering the perceived intrusive aspect.Results: Evidence show that, although half of the respondents chose to read the e-mail message, their perception of little utility, relevance, and familiarity with the subject may have contributed to negative attitudes towards e-mail. This perception may be interfering with the respondents’ social cognitive factors, preventing them from changing and maintaining new attitudes, especially in regions with low per capita income.
Theoretical contributions: The focus of downstream social marketing lies in changing individual behaviour, therefore, reliance on communication strategy is based on sending a social marketing message via e-mail only and may limit its effectiveness to change behaviour, especially to help people in other continents.Management contributions: Results can also act as contributory factors for the formulation of more effective social marketing strategic actions to instigate new attitudes and behaviours, regarding the help of strangers.