What is an appropriate number of times to cold-call a contact?

I'm pursuing an internship opportunity at a local boutique. I've called my contact about three times today and he hasn't picked up a single time yet. I'm starting to get to the point where I feel like I'm annoying him.

I also have his email but I'd MUCH prefer to talk to him on the phone. Should I continue reaching out via phone or should I just email him and ask him to call me back?

 

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