IDEAS home Printed from https://ideas.repec.org/a/nms/joeems/10.5771-0949-6181-2021-4-639.html
   My bibliography  Save this article

Drivers of e-newsletter engagement in the academia in the post-conflict region

Author

Listed:
  • Filipović, Jelena
  • Arslanagic-Kalajdzic, Maja

Abstract

The aim of this study is to investigate how various elements of digital content impact the behavioural engagement of the content’s users in the setting of Southeast Europe, which has recently experienced turbulence in its political and social interrelationships. Using the stimulus-organism-response (S-O-R) theory we develop a model that considers two types of stimuli: digital content tone (consisting of positive and negative valence) and digital content substance, as well as two types of behavioural responses: opens and clicks on the content. Research is conducted in six countries over a period of three years, investigating objective users’ behavioural indicators for a regional newsletter. The results show digital content tone impacts users’ response in terms of opens and that this effect differs across the region. Furthermore, we show that the digital content substance is significantly related to number of clicks on the newsletter content and that this effect is curvilinear for the number of news features and number of calls, while it is positive and linear for the stakeholder/keywords mentions. Theoretical and managerial implications of the study are elaborated and discussed.

Suggested Citation

  • Filipović, Jelena & Arslanagic-Kalajdzic, Maja, 2021. "Drivers of e-newsletter engagement in the academia in the post-conflict region," Journal of East European Management Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 26(4), pages 639-664.
    • Handle: RePEc:nms:joeems:10.5771/0949-6181-2021-4-639
    DOI: 10.5771/0949-6181-2021-4-639
    as

    Download full text from publisher

    File URL: https://www.nomos-elibrary.de/10.5771/0949-6181-2021-4-639
    Download Restriction: no
    File URL: https://libkey.io/10.5771/0949-6181-2021-4-639?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:nms:joeems:10.5771/0949-6181-2021-4-639. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Nomos Verlagsgesellschaft mbH & Co. KG (email available below). General contact details of provider: http://www.nomos.de/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.