Developing a model for Permission Marketing with an emphasis on Privacy: Service companies in the agriculture (sector of Guilan province)

Subject Areas : Agriculture Marketing and Commercialization

Zahra Mohammadzadeh Emamverdikhan ¹ , Alireza Farokhbakht Fumani ² , Rahmatali Saberi Haghayegh ³

1 - Department of Management and Accounting , Rasht Branch, Islamic Azad University, Rasht, Iran
2 - Department of Management, Bandar Anzali Branch, Islamic Azad University, Bandar Anzali, Iran,
3 - Department of Management, Bandar Anzali Branch, Islamic Azad University, Bandar Anzali, Iran

Received: 2023-01-16 Accepted : 2023-04-26 Published : 2023-06-01

Keywords: Trust, Risk, Agricultural Service Companies, FDAHP, Meta-Analysis Method, Permission Marketing, Privacy Concern,

Abstract :

Abstract In a highly competitive environment, active businesses in the world seek to maximize their profits through more sales and newer consumer markets. But the main problem is the lack of positive responses or even receiving negative responses from most of their customers because they aren't focused at the time or even because customers are more sensitive to the security of their personal information and consider receiving unwanted advertisements as a kind of nuisance. Marketers have created many concepts to attract more customers to their messages, and although they seem complex and unusual, have many applications in the process of business success. Permission marketing introduced by Godin (1999) refers to direct marketing activities in that consumer satisfaction is required to contact and promote the products and services of a business to customers (via email, SM). This study was performed in 2 qualitative phases. First, by studying theoretical foundations, the most important dimensions of privacy in Permission Marketing were studied by the meta-Analysis method. Then, the research was done through a semi-structured interview with experts, senior managers, and customers. These interviews progressed to the point of saturation until no new component was mentioned. Finally, the appropriate factors and models were extracted via the FDAHP method.

References:

• ,Bosque, I., & Sánchez, M. (2009). Net The influence of perceived risk on Intershopping behavior: A multidimensional perspective. Journal of Risk Research, 12(2), 259–277.


• Aguirre, Elizabeth, Dominik Mahr, Dhruv Grewal, Ko de Ruyter and Martin Wetzels. (2015). Unraveling the personalization paradox: The Effect of information collection and trust-building strategies on online advertisement effectiveness. Journal of Retailing, 91(1),34–49.


• Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision
  Processes, 50(2), 179-211.


• Ajzen, I. (2011). The theory of planned behaviour: Reactions and reflections. Psychology & Health, 26(9),1113-1127.


• Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs,New Jersey: Prentice-Hall.


• Apple, (2019). Improving Siri's Privacy Protections.[WWW Document]. URL. https://www.apple.com/newsroom/2019/08/improving-siris-privacy-protections/(accessed9.1.19).


• Baruh, Lemi, Ekin Secinti and Zeynep Cemalcilar. (2017). Online privacy concerns and privacy management: A meta-analytical review. Journal of Communication, 67(1),26–53.


• Beyazawi, Javad. (1388). Legal and Ethical Challenges Providing Electronic Services in Iran. Second Electronic City Conference.


• Bélanger,France, Maier, Jürgen, Maier, (2022). A longitudinal study on improving employee information protective knowledge and behaviors. Computers & Security, 116, May 2022, 102641. https://doi.org/10.1016/j.cose.2022.102641.


• Belanger, France, Crossler, Robert E. (2019). Dealing with digital traces: Understanding protective behaviors on mobile devices, Journal of Strategic Information Systems, https://doi.org/10.1016/j.jsis.2018.11.002.


• Bigdeli, Amir.(1390). Mobile Marketing: Privacy: Mobile Phone Advertising Criterion. Market Engineering Development, Fifth Year, April and May, 18.


• Catherine E. Tucker. (2014). Social Networks, Personalized Advertising, and Privacy Controls. Journal of marketing research, (51)5, 546-562. https://doi.org/10.1509/jmr.10.0355.


• Cavusoglu, Huseyin, Tuan Q. Phan, Cavusoglu, Hasan and Edoardo M. Airoldi. (2016). Assessing the Impact of Granular Privacy Controls on Content Sharing and Disclosure on Facebook. Information Systems Research,27(4),848-879. https://www.jstor.org/stable/26652533.


• Cheah Jun-Hwa, Lim Xin-Jean, Hiram Ting, Yide Liu and Quach, Sara. (2020). Are privacy concerns still relevant? Revisiting consumer behavior in omnichannel retailing. Journal of Retailing and Consumer Services. 0969-6989/© 2020 Elsevier Ltd. https://doi.org/10.1016/j.jretconser.2020.102242.Cong Li. (2019).


• The placebo effect in web-based personalization. Telematics and Informatics, 44 101267. https://doi.org/10.1016/j.tele.2019.101267.


• Chen,Y.,& Barnes, S. (2007). Initial Management trust and online buyer behavior. Industrial & Data Systems, Crespo,107(1),21–36.


• Cloarec, Julien. (2020). The personalization–privacy paradox in the attention economy. Technological Forecasting & Social Change, 161 (2020) 120299.


• Crossler Robert E., Bélanger France and Ormond Dustin. (2019). The quest for complete security:An empirical analysis of users’ multi-layered protection from security threats. Information Systems Frontiers, 21(2), 343-357. DOI: 10.1007/s10796-017-9755-1.


• Culnan, Mary J. and Pamela K. Armstrong. (1999). Information Privacy Concerns, Procedural Fairness, and Impersonal Trust: An Empirical Investigation. Organization Science, 10(1),104–115.


• Damir Anic, I.Vatroslav Škare.Kursan Milaković,I. (2019). The determinants and effects of online privacy concerns in the context of ecommerce. Electronic Commerce Research and Applications,36100868,1-10.


• Bell and D. Gordon. (1995). Note on the Mail-order Industry, Harvard Business School Publishing, March, l-l 6.


• Bird. (2000). Direct Marketing Is as Relevant Now as It Was in 1900. Marketing, October 12, 2000, p. 28.


• Dhaggara, D. Goswami M, Kumar G. (2020). Impact of Trust and Privacy Concerns on Technology Acceptance in Healthcare: An Indian Perspective. International Journal of Medical Informatics. doi:https://doi.org/10.1016/j.ijmedinf.2020.104164.


• Eastlick, Mary A., Sherry L. Lotz, and Patricia Warrington. (2006). Understanding online b-to-c relationships: An Integrated model of privacy concerns, trust, and commitment. Journal of Business Research, 59(8),877–86.


• Ehsani Far, Mohammad and Rezvanian, Mohammad. (1396). Security criteria for privacy users on social networks. Annual Research Conference on Humanities and Social Studies, Tehran, https://civilica.com/doc/708048.


• Eisend, Martin and Farid Tarrahi. (2014). Meta-analysis selection bias in marketing research. International Journal of Research in Marketing, 31(3),317–26.


• Eling, M. and Schnell, W. (2016). What do we know about cyber risk and cyber risk insurance?, Journal of Risk Finance, 17 (5),474-491. https://doi.org/10.1108/JRF-09-2016-0122.


• Emmanuel, W. Ayaburi, D. Treku, N. (2020). Effect of penitence on social media trust and privacy concerns: The case of Facebook. International Journal of Information Management,50,171–181.


• Friedman, R.S., McCarthy, D.M., Pedersen, S.L., Hicks, J.A. (2009). Alcohol expectancy priming and drinking behavior: the role of compatibility between prime and expectancy content. Psychol. Addict. Behav. 23 (2), 329–333.


• Fox, Grace, Clohessy, Trevor, van der Werff Lisa, Rosati, Pierangelo, Theo, Lynn. (2021). Exploring the competing influences of privacy concerns and positive beliefs on citizen acceptance of contact tracing mobile applications. Computers in Human Behavior, 121 (2021) 106806. https://doi.org/10.1016/j.chb.2021.106806.


• Fortes,Nuno, Rita, Paulo. (2016). Privacy concerns and online purchasing integrated behaviour: Towards an model. European Research on Management and Business Economics, http://dx.doi.org/10.1016/j.iedeen.2016.04.002.


• Geers, A.L., Weiland, P.E., Kosbab, K., Landry, S.J., Helfer, S.G. (2005). Goal activation, expectations, and the placebo effect. J. Pers. Soc. Psychol. 89 (2), 143–159.


• Ghose, A., Li, B., Liu, S. (2019). Mobile Targeting Using Customer Trajectory Patterns. Manage. Sci 65, 5027–5049. https://doi.org/10.1287/mnsc.2018.3188.


• Goldfarb, A., Tucker, C. (2011). Online display advertising: targeting and obtrusiveness. Market. Sci. 30 (3), 389–404.


• Godin, op. cit.; and S. Krishnamurthy. (2001). A Comprehensive Analysis of Permission Marketing. Journal of Computer-Mediated Communication, 6, (2), at www.ascusc.or~/icmc/vol6/issue2/krishnamutthy.html, as viewed on February 10, 2002.


• Goodman, J.K., Paolacci, G. (2017). Crowdsourcing consumer research. J. Consum. Res. 44 (1), 196–210.


• Groopman, Jessica. (2015). Consumer Perceptions of Privacy in the Internet of Things: What Brands Can Learn from a Concerned Citizenry. Retrieved December 2016 from https://www.prophet.com/thinking/2015/06/new-reportconsumer-perceptions-of-privacy-in-the-internet-of-things/.


• Goodin, Seth. (1999). Permission Marketing to Turn Strangers into Friends and Friends into Customers. New York: Simon and Schuster Rockefeller. ISBN 0-684-83633-5. SimonSats.com.


• Hanson, S., Yuan, H., 2018. Friends with benefits: Social coupons as a strategy to enhance customers’ social empowerment. J. Acad. Market. Sci. 46 (4), 768–787.


• Hartmann, P., Apaolaza, V., D’Souza, C., 2018. The role of psychological empowerment in climate-protective consumer behaviour: an extension of the value-belief-norm framework. Eur. J. Market. 52 (1/2), 392–417.


• Hayes, A.F. (2018). Partial, conditional, and moderated moderated mediation: quantification, inference, and interpretation. Commun. Monographs 85 (1), 4–40.


• Hedges, Larry V., and Ingram Olkin. (1985). Statistical Methods for Meta-Analysis, Orlando, FL: Academic Press.


• Hill, Kashmir. (2012). How Target figured out a teen girl was pregnant before her father did. Forbes available online: https://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figuredout-a-teen-girl-was-pregnant-before-her-father-did/ [Accessed January 21, 2020].


• Hodge, R. (2019). 2019 Data breaches hall of the shame: These were the biggest data breaches of the year, CNET available online: https://www.cnet.com/news/2019-data-breach-hall-of-shame-these-werethe-biggest-data-breaches-of-the-year/ [Accessed January 5, 2020].


• Ho, S. Y. and Kwok, S. H. (2003). The Attraction of Personalized Service for Users in Mobile Commerce: An Empirical Study. ACM SIGecom Exchanges, 3, (4),10-18.


• Huang, E. Y., and Lin, C-Y. (2005). Customer-oriented financial service personalization. Industrial Management & Data Systems, 105, (1),26-44.


• I-D. Anic, V. Škare, I.K. Milaković. (2019). The determinants and effects of online privacy concerns in the context of e-commerce, Electronic Commerce Research and Applications, doi https://doi.org/10.1016/j.elerap.2019.100868.


• Inman, Jeffrey J., and Hristina Nikolova. (2017). Shopper-facing retail technology: A Retailer adoption decision framework incorporating shopper attitudes and privacy concerns. Journal of Retailing, 93(1),7–28.

 

• Johnson, J.P. (2013). Targeted Advertising and Advertising Avoidance. RAND J. Econ 44,128–144. https://doi.org/10.1111/1756-2171.12014.


• Jozani, M. Ayaburi, E. Myung, Ko. Kim-Kwang Raymond Choo. (2020). Privacy Concerns and Benefits of Table 4) Delphi pair comparison matrix between 18 surveyed indices Engagement with Social Media-enabled Apps: A Privacy Calculus Perspective. Computers in Human Behavior,https://doi.org/10.1016/j.chb.106260.


• Kayhan, V.O., Davis, C.J. (2016). Situational privacy concerns and antecedent factors. J. Comput. Inf. Syst, 56(3), 228–237.


• Khaki, Gholamreza. (1382). Research Method with an approach to thesis, Tehran.


• Kim, D.J., Ferrin, D.L., Rao, H.R. (2008). A trust-based consumer decision-making model in electronic commerce: the role of trust, perceived risk, and their antecedents. Decis. Support Syst, 44(2), 544–564.


• Kowsari Langari, Ruhullah. Sardar, Soheila. Amin Mousavi, Seyyed Abdullah and Radfar, Reza. (1398). A model for publishing online social network data with privacy. Smart Business Management Studies, Seventh Year, Autumn, 29, ims.2019.10377/10.22054, 87- 112.


• Li, C., Kalyanaraman, S. (2013). I, me, mine or Us, we, ours?: The influence of cultural psychology on web-based customization. Media Psychol. 16 (3), 272–294.


• Liao, C., Liu, C., & Chen, K. (2011). Examining the impact of privacy, trust and risk perceptions beyond monetary transactions: An integrated model. Electronic Commerce Research and Applications, 10(6),702–715.


• Li, H., Sarathy, R., & Xu, H. (2011). The role of affect and cognition on online consumers’ decision to disclose personal information to unfamiliar online vendors. Decision Support Systems, 51(3), 434–445.


• Li, Yuan. (2011). Empirical studies on online information privacy concerns: Literature review and an integrative framework. CAIS, 28(1),453–96.


• Lowry, Paul Benjamin, Jinwei Cao, and Andrea Everard. (2011). Privacy concerns versus desire for interpersonal awareness in driving the use of self-disclosure technologies: The case of instant messaging in two cultures. Journal of Management Information Systems, 27(4),163–200.


• Lowry, Paul Benjamin, Tamara Dinev, and Robert Willison. (2017). Why security and privacy research lies at the centre of the information systems (IS) artefact: Proposing a bold research agenda. European Journal of Information Systems, 26(6),546–63.


• Lwin, May O., Andrea J.S. Stanaland and Anthony D. Miyazaki. (2008). Protecting children’s privacy online: How parental mediation strategies affect website safeguard effectiveness. Journal of Retailing, 84(2),205–17.


• Manfred Krafft, Christine M. Arden, and Peter C. Verhoef. (2017). Permission Marketing and Privacy Concerns —Why Do Customers (Not) Grant Permissions? Journal of Interactive Marketing. 39,39 – 54. http://dx.doi.org/10.1016/j.intmar.


• Marinova, Ana, Murphy, Jamie, and Brian L. Massey. (2002). Permission E-mail Marketing as a Means of Targeted Promotion. Cornell Hotel and Restaurant Administration Quarterly, 61-69.


• Martin, Kelly D., and Patrick E. Murphy. (2017). The Role of data privacy in marketing. Journal of the Academy of Marketing Science, 45(2),135–55.


• Martin, Kelly D., Abhishek Borah, and Robert W. Palmatier. (2017). Data Privacy: Effects on Customer and Firm Performance. Journal of Marketing. 81(1),36–58.


• McColl-Kennedy, J.R., Zaki, M., Lemon, K.N., et al. (2019). Gaining customer experience insights that matter. J. Serv. Res, 22(1), 8–26.


• Mengzhu Zhang, Pengjun Zha, Si Qiao. (2020). Smartness-induced transport inequality: Privacy concern, lacking knowledge of smartphone use, and unequal access to transport information. Transport Policy, 99, 175–185.


• Milne, George R., and Mary E. Gordon. (1993). Direct Mail Privacy–Efficiency Trade-offs within an Implied Social Contract Framework. Journal of Public Policy & Marketing. 12(2) 206–15.


• Miyazaki, A.D., Fernandez, A. (2001). consumer perceptions of privacy and security risks for online shopping. Journal of Consumer Affairs, 35(1), 27–4.


• Mpinganjira, M. Maduku, D.K. (2018). Ethics of mobile behavioral advertising: Antecedents and outcomes of perceived ethical value of advertised brands. Journal of Business Research, https://doi.org/10.1016/j. 2018.07.037:pp1- 15.


• Nam, T. (2018). What determines the acceptance of government surveillance? Examining the influence of information privacy correlates. The Social Science Journal, in press. https://doi.org/10.1016/j.soscij.2018.10.001.


• Nisi, Abdul Hussein and Ghanavati, Mehdi. (1390). Marketing Management Journal, Spring, 10, 145-166.


• Okazaki, Shintaro, Eisend, M., Kirk Plangger, Ko de Ruyter and Dhruv Grewal. (2020). Understanding the Strategic Consequences of Customer Privacy A Concerns: Meta-Analytic Review. Journal of Retailing, -754, https://doi.org/10.1016/j.jretai.2020.05.007.


• Okazaki, Shintaro, Kirk Plangger, Douglas West and Menéndez Héctor D. (2020). Exploring digital corporate social responsibility communications on Twitter. Journal of Business Research. http://dx.doi.org/10.1016/j.jbusres.2019.09.006.


• Pan,Yu e and George M. Zinkhan. (2006). Exploring the impact of online privacy disclosures on consumer trust. Journal of Retailing,82(4),331–8.


• Rainie,Lee, and Maeve Duggan. (2016). Privacy and Information Sharing. Pew Research Center [available at http://www.pewinternet.org/2016/01/14/privacy-and-information-sharing/].


• Ramadani Nateq, Mina. (2010). Investigating the Impact of Background Factors on Customer Permission to Marketing with mobile phones. Master thesis, Ferdowsi University of Mashhad.


• Raudenbush, Stephen W. and Anthony S. Bryk. (2002). Hierarchical Linear Models: Application and Data Analysis Methods. Thousand Oaks, CA: Sage Publications.


• Rosen, Guy. (2018). Security Update, Facebook Newsroom. [available at https://newsroom.fb.com/news/2018/09/security-update/].


• Sandelowski, M., & Barroso, J. (2007). “Handbook for synthesizing qualitative research”, New York, NY: Springer.


• Sadoghi, Farahnaz. Nasiri, Somayeh. Tadion, Mohammad Hesam and Dehnad, Afsaneh. (1398). Journal of Health Management, Winter, 78, 87-105.


• Shah, Rawn. (2015). Do Privacy Concerns Really Change with the Internet of Things? Forbes. Retrieved December 2016 from forbes.com/sites/rawnshah/2015/07/02/do-privacy-concerns-really-change-with-the-internetof-things.


• Sharma, V.M., Klein, A. (2020). Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying. J. Retailing Consum. Serv. 52, 101946.


• Shi, S., Wang, Y., Chen, X., et al. (2020). Conceptualization of omnichannel customer experience and its impact on shopping intention: a mixed-method approach. Int. J.Inf. Manag, 50, 325–336.


• Smith, H.J., Dinev, T., Xu, H. (2011). Information privacy research: an interdisciplinary review. MIS Q. 989–1015.


• Steinhoff, L., Arli, D., Weaven, S., Kozlenkova, I.V. (2019). Online relationship marketing. J. Acad. Market. Sci, 47(3), 369–393.


• Tsang, Melody M., Shu-C. Ho, & Ting-P. Liang. (2004). Consumer Attitudes Toward Mobile Advertising: An Empirical Study. International Journal of Electronic Commerce, 8,3,65–78.


• Tezinde, Tito, Smith, Brett, Murphy, Jamie. (2002). Getting Permission: Exploring Factors Affecting Permission Marketing. Journal of Interactive Marketing, 16 (4) Autumn 2002. Published online in Wiley InterScience (interscience.wiley.com). DOI: 10.1002/dir.10041.


• Van Doorn, Jenny and Janny C. Hoekstra. (2013). Customization of Online Advertising: The Role of Intrusiveness. Marketing Letters, 24, 4, 1–13.


• Verhoef, Peter C., Rajkumar Venkatesan, Leigh McAlister, Edward C. Malthouse, Manfred Krafft, & Shankar Ganesan. (2010). CRM in Data-rich Multichannel Retailing Environments: A Review and Future Research Directions. Journal of Interactive Marketing, 24, 2, 121–37.


• Verena, M. Wottrich , Eva A. Van reijmersdal & Edith G. Smit.(2019).“App Users Unwittingly in the Spotlight: A Model of Privacy Protection in Mobile Apps “.The journal of consumer affairs, 10.1111/joca.12218: pp1056–1083.


• Kumar, XI (Alan) Zhang, Anita Luo. (2014). Modeling Customer Opt-In and Opt-Out in a Permission-Based Marketing Context. Journal of Marketing Research (JMR), (51)4, 403-419. https://doi.org/10.1509/jmr.13.0169.


• Wedel, Michel and P.K. Kannan. (2016). Marketing Analytics for Data-rich Environments. Journal of Marketing, 80, 6, 97–121.


• Xie, Yi, Chen, Ke, Guo, Xiaoling. (2020). Online anthropomorphism and consumers’ privacy concern: Moderating roles of need for interaction and social exclusion. Journal of Retailing and Consumer Services, 55, https://doi.org/10.1016/j.jretconser.2020.102119.


• Xu, Heng; Dinev, Tamara; Smith, Jeff; and Hart, Paul. (2011). Information Privacy Concerns: Linking Individual Perceptions with Institutional Privacy Assurances. Journal of the Association for Information Systems,12(12),797-824. DOI: 10.17705/1jais.00281


• Yan, B., Chen, Y.-R., Zhou, X.-T., et al. (2019). Consumer behavior in the omni-channel supply chain under social networking services. Ind. Manag. Data Syst. 119 (8),1785–1801.


• Yang, S., Jiang, H., Yao, J., et al. (2018). Perceived values on mobile GMS continuance: a perspective from perceived integration and interactivity. Comput. Hum. Behav. 89,16–26.


• Yang B., Lester, D., James, S. (2007). Attitudes toward buying online as predictors of shopping online for British and American respondents. Cyberpsychology & Behavior, 10(2), 198-203.


• Yeh, C.H., Wang, Y.S., Lin, S.J., Tseng, T.H., Lin, H.H., Shih, Y.W., Lai, Y.H. (2018). What drives Internet users’ willingness to provide personal information? Online Information Review. 42(6), 923-939.


• Yoon, S.J. (2002). The antecedents and consequences of trust in online-purchase decisions. J. Interact. Market. 16 (2), 47–63.


• Youn, S.Shin, W. (2019). Teens’ Responses to Facebook Newsfeed Advertising: The Effects of Cognitive Appraisal and Social Influence on Privacy Concerns and Coping Strategies. Telematics and Informatics, doi: https://doi.org/10.1016/j.tele.2019.02.001,PP1-46 .


• Youn, S., Kim, S. (2019). Understanding ad avoidance on Facebook: antecedents and outcomes of psychological reactance. Comput. Hum. Behav. 98, 232–244.


• Zamani, Abbas. (1389). Third Conference on Educational Sciences and Psychology of Social and Cultural Injuries of Iran, Qom, https://civilica.com/doc/446126.


• Zhu, H., Ou, C.X., van den Heuvel, W.J.A., Liu, H. (2017). Privacy calculus and its utility for personalization services in e-commerce: an analysis of consumer decisionmaking. Inf. Manag. 54 (4), 427–437.