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Influence of cultural dimensions on promotional e-mail effectiveness

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

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.

Suggested Citation

  • Lorente-Páramo, Ángel J. & Hernández-García, Ángel & Chaparro-Peláez, Julián, 2020. "Influence of cultural dimensions on promotional e-mail effectiveness," Technological Forecasting and Social Change, Elsevier, vol. 150(C).
    • Handle: RePEc:eee:tefoso:v:150:y:2020:i:c:s0040162519310571
    DOI: 10.1016/j.techfore.2019.119788
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