The importance of privacy concerns in permission marketing
Subject Areas : marketing
Zahra Mohammadzadeh Emamverdikhan
1
(Ph.D Student in Marketing Management, Department of Business Management. Rasht Branch, Islamic Azad University, Rasht, Iran)
alireza Farokhbakht Foumani
2
(Assistant Professor, Department of Management, Bandar Anzali Branch, Islamic Azad University, Bandar Anzali, Iran)
Rahmat Ali Saberi Haghayegh
3
(Assistant Professor, Department of Management, Bandar Anzali Branch, Islamic Azad University, Bandar Anzali, Iran)
Keywords: Trust, perceived control, Permission Marketing, Privacy Concerns, Personal Relevant,
Abstract :
Nowadays, in a very competitive environment with dozens of techniques, business owners are looking for newer ways to introduce and sell more diverse products and services to customers, but they face receiving negative responses from most customers because most of their messages are sent when people are not focused. and sometimes, due to the sensitivity of most customers to the security of personal information, they consider receiving unwanted advertisements with different topics a nuisance. Godin 1999 introduced permission marketing in the book "Permission Marketing Turning Strangers into Friends and Friends into Customers" which refers to direct marketing activities that require consumers' consent to contact and introduce and advertise the products and services of a business to customers with a particular company. The present study was quantitative applied research. First, the data, models, and theoretical literature conducted in this field were collected and the appropriate model was selected and distributed in the field by distributing a combined 38-question questionnaire (standard and researcher-made based on Likert's five-point spectrum) in the statistical population with 384 online and offline customers receiving services from the city of Rasht was done. 7 proposed hypotheses were confirmed. Privacy concerns were explained by 88% and permission by 50%.
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