ABSTRACT
Purpose: This paper is a bibliometric analysis of articles published on the influence of Covid-19 on consumer behaviour. Design/methodology/approach: Biblioshiny and VOSviewer applications are employed for the bibliometric analysis and visualisation, respectively. Findings: The most influential documents, authors, affiliations, countries and journals are presented. Citation, Co-citation and keyword co-occurrence analysis is conducted and presented in the form of a clustered network diagram. Practical implications: This paper found three main themes of the research in consumer behaviour amid Covid-19 a) Food purchasing decisions and food wastage, b) Adoption of technology and c) Intrinsic and extrinsic influence on consumer behaviour. Social implications: The Covid-19 pandemic has shaken the world's economy and left behind its adverse effect on almost every walk of life. Consumer behaviour is no exception, studies have reported paradigm shifts in the way consumers are reacting to marketing stimuli, making purchase and consumption decisions. For the marketers to sustain profitability, they need to understand the changing behaviour and tailor their offerings accordingly. Originality/value: The article offers the emerging theme and sub-themes in the consumer behaviour research that leads to future expansion of this research domain. © 2023, Abu Bashar, Brighton Nyagadza, Neo Ligaraba and Eugine Tafadzwa Maziriri.
ABSTRACT
The paper examines the influence of opt-in e-mail marketing on consumer behaviour. The study attempts to extend the Stimuli–Organism–Response (S–O–R) theory that has been broadly explored in consumer research. Following a critical review of the literature organisation approach, a hypothetical model has been proposed for this study, based on identified factors, such as, informational value, entertainment-based message content, layout, visual appeal, attitude toward e-mail advertising and intention towards the sender in the context of opt-in email marketing. Data were collected in South Africa through an online survey of 436 opt-in e-mail marketing subscribers. Structural equation modelling (SEM) was employed to measure the proposed hypotheses of the study. The research results suggest that even during a pandemic, e-mail marketers could employ certain features in promotional and informational e-mail marketing communication, particularly informational value, entertainment-based message content, layout, visual appeal, as a means to design their e-mail marketing messages and plan e-mail advertising campaigns. The findings of the study are intended to advance the e-mail marketing knowledge base to help marketers during a pandemic, such as COVID-19. The paper provides marketers with relevant insights on how to effectively engage with e-mail subscribers. © 2023 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license.