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Drivers of e-newsletter engagement in the academia in the post-conflict region
JEEMS. Journal of East European Management Studies
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 ofdoi:10.5771/0949-6181-2021-4-639 fatcat:4krugbljavg5hnt3yeu3klrz5i