Permission marketing and Privacy Concerns: A case study of online service customers of companies in the agricultural sector of Rasht city
الموضوعات :
Zahra Mohammadzadeh Emamverdikhan
1
,
Alireza Farokhbakht Foumani
2
,
Rahmat Ali Saberi Haghaegh
3
1 - Departmant of Management and Accunting , 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
تاريخ الإرسال : 26 الجمعة , رجب, 1444
تاريخ التأكيد : 09 السبت , شوال, 1444
تاريخ الإصدار : 17 الجمعة , جمادى الأولى, 1445
الکلمات المفتاحية:
Risk,
Agricultural Service Companies,
Permission Marketing,
Privacy Concerns,
Customers' Intention,
ملخص المقالة :
Nowadays, due to the number of advertisements and the increased awareness of customers, it has become difficult to communicate with them. They often do not respond to marketing stimulants and even consider it a nuisance. However, this research has shown that it is still possible to reach the potentials of customers with relevant and specific messages. To address these concerns and to meet legal requirements, the concept of pre-authorization consumer provides an interesting option for future engagement. This concept, called permission marketing, refers to direct marketing activities that require consumer consent for a particular company to contact the consumer. These messages are personal and relevant, beneficial and reciprocal. Permission not only has a positive effect on consumer response to interactive marketing activities, but is also a legal requirement for companies using direct marketing media. The present research, in terms of the practical purpose and the descriptive-survey data collection method, is based on correlation and in terms of time was carried out cross-sectional. The research model was evaluated with a questionnaire of 34 questions (based on a Likert scale 5-point). The statistical sample was account for 384 online customers receiving the services from the Rasht's Agriculture Department. At the end, among the 10 hypotheses proposed, two hypotheses were rejected and 8 hypotheses were confirmed. Privacy concerns were explained by 88% and permission by 50% in the model.
المصادر:
Acquisti, A., Brandimarte, L., Loewenstein, G., 2015. Privacy and human behavior in the age of Information. Science 347, 509–514.
Anić, I. D., Škare, V., Kursan Milaković, I., 2016. Determinants and behavioral consequences of online privacy concerns among young consumers in Croatia. Ekonomski Pregled, 67(5), 377-398. https://onlinelibrary.wiley.com/doi/full/10.1111/j.1745-6606.2009.01146.x.
Ansari, Asim and Carl F. Mela (2003), “E-customization,” Journal of Marketing Research, 40, 2, 131–45.
Antoci, A., Bonelli, L., Paglieri, F., Reggiani, T., & Sabatini, F. (2019). Civility and trust in social media. Journal of Economic Behavior & Organization, 160, 83–99.
Apple Inc (2019). Improving Siri's Privacy Protections. [WWW Document]. URL. https://www.apple.com/newsroom/2019/08/improving-siris-privacy-protections/ (accessed 9.1.19).
Baazeem, R., Qaffas, A. (2020(. The relationship between user religiosity and preserved privacy in the context of social media and cybersecurity. In: Emerging Cyber Threats and Cognitive Vulnerabilities. Elsevier, pp. 93–116.
Baek, Tae H. and Mariko Morimoto (2012), “Stay Away from Me: Examining the Determinants of Consumer Avoidance of Personalized Advertising,” Journal of Advertising, 41, 1, 59–76.
Bartsch, M., Dienlin, T., 2016. Control your Facebook: an analysis of online privacy literacy [Internet] Comput. Hum. Behav. 56, 147–154.
Barth, S., De Jong, M.D., 2017. The privacy paradox–Investigating discrepancies between expressed privacy concerns and actual online behavior–A systematic literature review. Telematics and informatics 34, 1038–1058.
Bergstrom, A., 2015. Online privacy concerns: A broad approach to understanding the concerns of different groups for different uses. Computers in Human Behaviour, 53, 419-426.
Cecere, G. Le Guel, F. Soulié, N. (2015). Perceived Internet privacy concerns on social networks in Europe, Technological Forecasting & Social Change 96 (2015) 277–287. http://dx.doi.org/10.1016/j.techfore.2015.01.021.
Chin, A. G., Harris, M. A., & Brookshire, R. (2018). A bidirectional perspective of trust and risk in determining factors that influence mobile app installation. International Journal of Information Management, 39, 49–59. https://doi.org/10.1016/j.ijinfomgt.2017.11.010.
Confessore, N. (2018). Cambridge analytica and facebook: The scandal and the fallout so far. Retrieved fromThe New York Timeshttps://www.nytimes.com/2018/04/04/us/politics/cambridge-analytica-scandal-fallout.html.
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, M, J., Pamela K. Armstrong. (1999). Information Privacy Concerns, Procedural Fairness, and Impersonal Trust: An Empirical Investigation. Organization Science, 10(1), 104–115.
Dzandu, M., (2023). Antecedent, behaviour, and consequence (a-b-c) of deploying the contact tracing app in response to COVID-19: Evidence from Europe,Technological Forecasting and Social Change, Volume 187, February 2023, 122217. https://doi.org/10.1016/j.techfore.2022.122217.
Dinev, T., McConnell, A.R., Smith, H.J., 2015. Research commentary—informing privacy research through information systems, psychology, and behavioral economics: thinking outside the “APCO” box. Information Systems Research 26, 639–655.
Dogruel, L., Joeckel, S., Vitak, J., (2017). The valuation of privacy premium features for smartphone apps: The influence of defaults and expert recommendations. Computers in Human Behavior 77, 230–239.
Emami, A., Khajeheian, D., 2019. Social norms and entrepreneurial action: the mediating role of opportunity confidence. Sustainability 11 (1), 158.
Ginosar, A., Ariel, Y., 2017. An analytical framework for online privacy research: What is missing? Information & Management, 54(7), 948-957. https://doi.org/10.1016/j.im.2017.02.004.
Graeff, T. R., Harmon, S., (2002). Collecting and using personal data: Consumers' awareness and Concerns. Journal of Consumer Marketing, 19(4), 302–318.
Gerrya F, Muraszki ewiczb J, aIannelli O. (2018). The drive forvirtual (online) courts and the failure to consider obliganid entification, protection and privacy of victims. J computer law & security review.1–8. https://doi.org/10.1016/j.clsr.2018.06.002.
Groopman, J. (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.
Guo, J., Li, N., Wu, Y., et al. (2020(. Examining help requests on social networking sites: integrating privacy perception and privacy calculus perspectives. Electron. Commer. Res. Appl. 39, 100828.
Harris, M. A., Brookshire, R., & Chin, A. G. (2016). Identifying factors influencing consumers’ intent to install mobile applications. International Journal of Information Management, 36(3), 441–450. https://doi.org/10.1016/j.ijinfomgt.2016.02.004.
Hallikainen, H., Laukkanen, T., (2018). National culture and consumer trust in e-commerce. Int. J. Inf. Manag. 38 (1), 97–106.
Heravi, A., Mubarak, S., Choo, K.K.R., (2018). Information privacy in online social networks: uses and gratification perspective. Computers in Human Behavior 84, 441–459.
Hirschprung, R., Toch, E., Bolton, F., Maimon, O., 2016. A methodology for estimating the value of privacy in information disclosure systems. Comput. Hum. Behav. 61,443–453.
Hong, W., & Thong, J. Y. L. (2013). Internet privacy concerns: An integrated conceptualization
And four empirical studies. MIS Quarterly, 37(1), 275–298.
Hofstede, G., Hofstede, G. J., & Minkov, M. (2010). Cultures and organizations: Software of the mind – Intercultural cooperation and its importance for survival (3rd ed.). New York:McGraw-Hill.
Jiang, Z. (Jack), Heng, C. S., & Choi, B. C. F. (2013). Research note — Privacy concerns and privacy-protective behavior in synchronous online social interactions. Information Systems Research, 24(3), 579–595.
Jozani,M. Ayaburi,E. Myung,Ko. Kim-Kwang Raymond Choo. (2020). Privacy Concerns and Benefits of Engagement with Social Media-enabled Apps: A Privacy Calculus Perspective. Computers in Human Behavior,https://doi.org/10.1016/j.chb.106260.
Jung, Y., & Park, J. (2018). An investigation of relationships among privacy concerns, affective responses, and coping behaviors in location-based services. International Journal of Information Management, 43, 15–24. https://doi.org/10.1016/j.ijinfomgt.2018.05.007.
Kansal, P., (2014). Online privacy concerns and consumer reactions: Insights for future strategies. Journal of Indian Business Research, 6(3), 190-212.
Kahn, C., & Ingram, D. (2018). Americans less likely to trust Facebook than rivals on personal data. Retrieved fromReutershttps://www.reuters.com/article/us-usa-facebook-poll/americans-less-likely-to-trust-facebook-than-rivals-on-personal-data-reuters-ipsospoll-idUSKBN1H10K3.
Khare, A., Rakesh, S. 2011. Antecedents of online shopping behavior in India: An examination. Journal of Internet Commerce, 10(4), 227-244.
Kim, D., Park, K., Park, Y., Ahn, J.H., (2019). Willingness to provide personal information:
Perspective of privacy calculus in IoT services. Computers in Human Behavior 92, 273–281.
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.
Krafft, M, Arden, Christine M., 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.
Krishnamurthy, S. (2001) A Comprehensive Analysis of Permission Marketing. J Computer Mediated Communication. 6(2). https://doi.org/10.1111/j.1083-6101.2001.tb00119.x.
Kumar, V. Zhang, XI (Alan). 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.
Li, Y., 2011. Empirical studies on online information privacy concerns: literature review and an Integrative framework. Communications of the Association for Information Systems, 28, 453-496.
Langley, M. (2015(. Hide your health: addressing the new privacy problem of con- sumer wearables. Georgetown Law J. 103 (6), 1641–1660. https://www.researchgate.net/publication/285601528_Hide_Your_Health_Addressing_the_New_Privacy_Problem_of_Consumer_Wearables.
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. https://www.jstor.org/stable/41304596. doi1002753/MIS074201222270406.
Lount, R. B., Zhong, C.-B., Sivanathan, N., & Murnighan, J. K. (2008). Getting off on the wrong foot: The timing of a breach and the restoration of trust. Personality & Social Psychology Bulletin, 34(12), 1601–1612.
Lwin, May, Jochen Wirtz, and Jerome D. Williams (2007), “Consumer Online Privacy Concerns and Responses: A Power–Responsibility Equilibrium Perspective,” Journal of the Academy of Marketing Science, 35, 4, 572–85.
Marr, B., 2018. How Much Data Do We Create Every Day? The Mind-Blowing Stats Everyone Should Read [WWW Document]. Forbes. URL https://www.forbes.com/sites/bernardmarr/2018/05/21/how-much-data-do-we-createevery-day-the-mind-blowing-stats-everyone-should-read/ (accessed 10.21.18).
Malm, S., 2018. Hushand divorces wife after seeing her with another man on Google Maps | Daily Mail Online [WWW Document]. URL https://www.dailymail.co.uk/news/article-6264139/Husband-divorces-wife-seeing-cuddling-man-Google-Maps.html (accessed 11.27.19).
McCormac, A., Zwaans, T., Parsons, K., Calic, D., Butavicius, M., Pattinson, M., 2017[Internet]. Individual Differences and Information Security Awareness, 69. Comput Human Behav, pp. 151–156.
Martin, K.D., Borah, A., Palmatier, R.W. (2017). Data Privacy: effects on Customer and Firm Performance. J. Mark. 81, 36–58. https://doi.org/10.1509/jm.15.0497.
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.
Miltgen, C. L., Peyrat-Guillard, D. (2014). Cultural and generational influences on privacy concerns: A qualitative study in seven European countries. European Journal of Information Systems, 23(2), 103–125.
Mohammadzadeh Emmverdikhan, Z., Farokhbakht Fumani A., Saberi Hqyeq R., Factors affecting parent permission to accept the marketing of companies providing services (kindergartens) with an emphasis on the role of privacy in childrens mental health. J Child Ment Health. 2022; 9(3): 136-152. Doi:10.525447/jcmh.9.3.11.
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.
O'Reilly, Lara (2015), “The Online Advertising Industry Is About to Be Severely Disrupted — ‘It's the Amputation of a Significant Revenue Stream’,” Retrieved December 2016 from http://www.businessinsider.com.au/how-the-new-eu-data-laws-will-affect-the-online-advertising-industry-2015-12.
Paul, C., Scheibe, K.P., Nilakanta, S, 2020. Privacy Concerns regarding Wearable IoT Devices: how it is influenced by GDPR? In: Proceedings of the 53rd Hawaii In- ternational Conference on System Sciences, p. 10.
PEW Research Center, 2019. Demographics of Social Media Users and Adoption in the United
Pew Research Center: Internet, Science & Tech. URL https://www.pewresearch.org/internet/fact-sheet/social-media/ (accessed 11.27.19).
Phelps, Joseph, Giles D'Souza, and Glen Nowak (2001), “Antecedents and Consequences of Consumer Privacy Concerns: An Empirical Investigation,” Journal of InteractiveMarketing, 15, 4, 2–17.
Pour, M.S., Mangino, A., Friday, K., Rathbun, M., Bou-Harb, E., Iqbal, F., Shaban, K., Erradi, A., 2019. Data-driven Curation, Learning and Analysis for Inferring Evolving IoT Botnets in the Wild, in: Proceedings of the 14th International Conference on Availability, Reliability and Security, ARES ’19. ACM, New York, NY, USA, pp. 6:1–6:10.
Publilius, S. (2018). Quotable quote. Retrieved fromhttps://www.goodreads.com/quotes/503006-trust-like-the-soul-never-returns-once-it-is-gone.
Robertson, J. (2012). Android apps collect too much user data, researcher says. Technology: Security. Retrieved fromThe Sydney Morning Heraldhttps://www.smh.com.au/ technology/android-apps-collect-too-much-user-data-researcher-says-20121102-28oie.html.
Raynes-Goldie, K., (2010). Aliases, creeping, and wall cleaning: Understanding privacy in the age of Facebook. First Monday 15.
Rosen, Guy. (2018). Security Update, Facebook Newsroom. [Available at https://newsroom.fb.com/news/2018/09/security-update/].
Rocher, L., Hendrickx, J.M., De Montjoye, Y.A., 2019. Estimating the success of reidentifications in incomplete datasets using generative models. Nature communications 10, 1–9.
Shah, R. (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.
Shankar, V., Venkatesh, A., Hofacker, C., Naik, P., (2010). Mobile marketing in the retailing environment: current insights and future research avenues. Journal of Interactive Marketing 24 (2), 111–120.
Shiau, W.-L., Dwivedi, Y. K., & Lai, H.-H. (2018). Examining the core knowledge on facebook. International Journal of Information Management, 43, 52–63.
Smith, H.J., Dinev, T., Xu, H. (2011). Information privacy research: an interdisciplinary review. MIS Q. 989–1015.
Smith, H.J., Milberg, S.J., Burke, S.J., (1996). Information privacy: measuring individuals’ concerns about organizational practices. MIS quarterly 167–196.
Sullivan, Y.W., Kim D.J., )2018(. Assessing the effects of consumers’ product evaluations and trust on repurchase intention in e-commerce environments. International Journal of Information
Management, (2018), 199-219.
Sundar, S.S., Kang, H., Wu, M., Go, E., Zhang, B., 2013. Unlocking the Privacy Paradox: do cognitive heuristics hold the key? In: Proceedings of the CHI’13 Extended Abstracts on Human Factors in Computing Systems. CHI, pp. 811–816.
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.
Tsai, H.Y.S., Jiang, M., Alhabash, S., LaRose, R., Rifon, N.J., Cotten, S.R., 2016. Understanding online safety behaviors: a Protection Motivation Theory perspective [Internet] Comput. Secur. 59, 138–150.
Taddicken, M. (2014). The ‘privacy paradox’ in the social web: The impact of privacy concerns, individual characteristics, and the perceived social relevance on different forms of self-disclosure. Journal of Computer-Mediated Communication, 19(2), 248–273. https://academic.oup.com/jcmc/article/19/2/248/4067550.
Smith, B, Tezinde, T, Murphy, J. (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.
Tow, W. N. F. H., Dell, P., & Venable, J. (2010). Understanding information disclosure behaviour in Australian Facebook users. Journal of Information Technology, 25(2), 126–136. https://journals.sagepub.com/doi/10.1057/jit.2010.18.
Tucker, CE. (2014). Social Networks, Personalized Advertising, and Privacy Controls. Journal of marketing research, (51)5, 546-562. https://doi.org/10.1509/jmr.10.0355.
Tsohou, A., Karyda, M., Kokolakis, S.,) 2015(. Analyzing the role of cognitive and cultural biases in the internalization of information security policies: recommendations for information security awareness programs [Internet] Comput. Secur. 52, 128–141.
Van Schaik, P., Jansen, J., Onibokun, J., Camp, J., Kusev, P., 2018. Security and privacy in online social networking: risk perceptions and precautionary behaviour. Comput. Behav. 78, 283–297.
Van Doorn, Jenny and Janny C. Hoekstra. (2013). Customization of Online Advertising: The Role of Intrusiveness. Marketing Letters, 24, 4, 1–13.
Vallina-Rodriguez, N., Sundaresan, S., (2017). 7 in 10 smartphone apps share your data with thirdparty services. The Conversation.
Verhoef, P.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. https://www.sciencedirect.com/science/article/abs/pii/S1094996810000204.
Wang, Y., & Herrando, C. (2019). Does privacy assurance on social commerce sites matter to millennials? International Journal of Information Management, 44, 164–177.
Warkentin, M., Johnston, A.C., Walden, E., Straub, D.W., (2016). Neural Correlates of Protection Motivation for Secure IT Behaviors: An fMRI Examination. Journal of the Association for Information Systems; Atlanta 17, 194–215.
Wedel, Michel and P.K. Kannan. (2016). Marketing Analytics for Data-rich Environments. Journal of Marketing, 80, 6, 97–121.
Westin, A.F., (2003). Social and political dimensions of privacy. Journal of social issues 59, 431–453.
Wottrich, V. M., van Reijmersdal, E. A., & Smit, E. G. (2018). The privacy trade-off for mobile app downloads: The roles of app value, intrusiveness, and privacy concerns. Decision Support Systems, 106, 44–52. https://doi.org/10.1016/j.dss.2017.12.003.
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.
Youn, S., Kim, S. (2019). Understanding ad avoidance on Facebook: antecedents and outcomes of psychological reactance. Comput. Hum. Behav. 98, 232–244.
Xie, En, Hock-H. Teo, and Wen Wan (2006), “Volunteering Personal Information on the Internet: Effects of Reputation, Privacy Notices, and Rewards on Online Consumer Behavior,” Marketing Letters, 17, 1, 61–74.
Zukowski, T., Brown, I., (2007). Examining the influence of demographic factors on internet users’ information privacy concerns. In Proceedings of the 2007 Annual Conference of the South African Institute of Computer Scientists and Information Technologists on IT Research in Developing Countries, Port Elizabeth, South Africa, October 2-3, pp. 197-204.
Zhang, R., Chen, J.Q., Lee, C.J., 2013. Mobile commerce and consumer privacy concerns. Journal of Computer Information Systems, 53(4), 31-38.
Zhao, Ling, Yaobin Lu, and Sumeet Gupta (2012), “Disclosure Intention of Location-related Information in Location-based Social Network Services,” International Journal of Electronic Commerce, 16, 4, 53–90.
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.
Zlatolas, L. N., Welzer, T., Heričko, M., & Holbl, M. (2015). Privacy antecedents for SNS self-disclosure: The case of Facebook. Computers in Human Behavior, 45, 158–167. https://doi.org/10.1016/j.chb.2014.12.012.
