Factors Affecting the Attitude towards Permission-based Marketing

Authors

  • Abdul Latif MBA Student, Department of Business Administration, Faculty of Management, Humanities & Social Sciences, University of Poonch, Rawalakot, AJ&K, Pakistan.
  • Arjamand Aftab Lecturer, Department of Business Administration, University of Poonch, Rawalakot, AJ&K, Pakistan.
  • Zia Khalid Lecturer, MUST Business School, Mirpur University of Science and Technology, Mirpur, AJ&K, Pakistan.

DOI:

https://doi.org/10.55737/qjss.825711492

Keywords:

Permission Based Marketing, Personal Relevance, Perceived Consumer Empowerment

Abstract

The aim of the study is to investigate the barriers and motivation to permission-based marketing. The data was collected from young university-level students who are frequent internet users and possess all the necessary gadgets. Convenience sampling was used for data collection. A survey questionnaire adapted from various sources was floated among various social media networks, and the total responses received from the whole country were 298. The majority of respondents were from AJK, university students. PLS-SEM was used for data analysis, and the data were analyzed using SPSS21 and Smart PLS3 software. The results don’t support the hypothesis developed on the basis of existing theory, and the possible reasons are contextual distrust of online marketing. Online scams and frauds are the major factors of this distrust. The study results have implications for the managers for formulation of their online marketing strategies.

Downloads

Download data is not yet available.

References

Allen, O. (2022). 20 Tips to Write Catchy Email Subject Lines [+ Examples]. Hubspot. https://blog.hubspot.com/marketing/improve-your-email-subject-line

Amarnath, D. D., & Jaidev, U. P. (2021). Toward an integrated model of consumer reactance: A literature analysis. Management Review Quarterly, 71(1), 41-90. https://doi.org/10.1007/s11301-020-00180-y.

Baek, T. H., & Morimoto, M. (2012). Stay away from me. Journal of Advertising, 41(1), 59-76. https://doi.org/10.2753/joa0091-3367410105

Bhatia, V. (2020). Drivers and barriers of permission-based marketing. Journal of Research in Interactive Marketing, 14(1), 51-70. https://doi.org/10.1108/jrim-07-2018-0088

Chopra, I. P., Jebarajakirthy, C., Acharyya, M., Saha, R., Maseeh, H. I., & Nahar, S. (2023). A systematic literature review on network marketing: What do we know and where should we be heading? Industrial Marketing Management, 113, 180-201. https://doi.org/10.1016/j.indmarman.2023.05.010

Coomar , D. (2022). 25 Creative Email Subject Lines To Boost Open Rates For 2022. https://www.mailmunch.com/blog/email-subject-lines.

Dholakiya, P. (2022). How to Write the Perfect Email Subject Line. https://www.convinceandconvert.com/digital-marketing/email-subject-line

Dimond, C. (2022). 15 subject line rules to make your emails impossible to ignore. https://www.linkedin.com/pulse/15-subject-line-rules-make-youremails-impossible-ignore-chase-dimond/?trk=portfolio_article-card_title

Godin, S. (1999). Permission marketing: Turning strangers into friends and friends into customers. Simon & Schuster.

Grifn, J. (2022). Email subject lines: Best practices, tips, and examples. https://sendgrid.com/blog/29-best-email-subject-lines/

Hartemo, M. (2016). Email marketing in the era of the empowered consumer. Journal of Research in Interactive Marketing, 10(3), 212-230. https://doi.org/10.1108/jrim-06-2015-0040

Hassan, M. U., Iqbal, A., Malik, M., &Iqbal, Z. (2017). The rise of SMS marketing: Key drivers, acceptance and intention to receive advertising SMS in Pakistan. International Journal of Business Forecasting and Marketing Intelligence, 3(4), 337–364. https://doi.org/10.1504/ijbfmi.2017.10008559

Jonsson, D., & Tufvesson, M. (2023). You´ ve Got Mail: A quantitative study on Permission-based email marketingsimpact on brand attitudes. Thesis

Krafft, M., Arden, C. M., & Verhoef, P. C. (2017). Permission marketing and privacy concerns — Why do customers (Not) grant permissions? Journal of Interactive Marketing, 39, 39-54. https://doi.org/10.1016/j.intmar.2017.03.001

Krishnamurthy, S. (2006). A comprehensive analysis of permission marketing. Journal of Computer-Mediated Communication, 6(2), 0-0. https://doi.org/10.1111/j.1083-6101.2001.tb00119.x

Kumar, V., Zhang, X. & Luo, A. (2014). Modeling Customer Opt-In and Opt-Out in a Permission-Based Marketing Context. Journal of Marketing Research, 51(4), 403–419. https://doi.org/10.1509/jmr.13.0169

Kupor, D. M., & Tormala, Z. L. (2015). Persuasion, Interrupted: The Effect of Momentary Interruptions on Message Processing and Persuasion. Journal of Consumer Research, 42(2), 300–315. https://doi.org/10.1093/jcr/ucv018

Leiser, M. R., & Caruana, M. (2021). Dark Patterns: Light to be found in Europe’s Consumer Protection Regime. Journal of European Consumer and Market Law, 10(6), 237–251. https://doi.org/10.4337/9781800371682.00019

Limpf, N., & Voorveld, H. A. (2015). Mobile location-based advertising: How information privacy concerns influence consumers' attitude and acceptance. Journal of Interactive Advertising, 15(2), 111-123. https://doi.org/10.1080/15252019.2015.1064795

Lin, T. T. C., & Ho, K. K. T. (2013). How location matters to advertising? market competitiveness of location-based advertising in Singapore. International Telecommunications Society 6th Africa Asia-Australia Regional Conference, Perth

Lina, Y., Hou, D., & Ali, S. (2022). Impact of online convenience on Generation Z online impulsive buying behavior: The moderating role of social media celebrity. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.951249

Liu, C., Sinkovics, R. R., Pezderka, N., & Haghirian, P. (2012). Determinants of consumer perceptions toward mobile advertising — A comparison between Japan and Austria. Journal of Interactive Marketing, 26(1), 21-32. https://doi.org/10.1016/j.intmar.2011.07.002

Luna Cortés, G., & Royo Vela, M. (2013). The antecedents of consumers’ negative attitudes toward SMS advertising: A theoretical framework and empirical study. Journal of Interactive Advertising, 13(2), 109-117. https://doi.org/10.1080/15252019.2013.826553

Maseeh, H. I., Nahar, S., Jebarajakirthy, C., Ross, M., Arli, D., Das, M., Rehman, M., & Ashraf, H. A. (2023). Exploring the privacy concerns of smartphone app users: A qualitative approach. Marketing Intelligence & Planning, 41(7), 945-969. https://doi.org/10.1108/mip-11-2022-0515

Mashhad, E. Z. C., Doshmanziari, E., & Asayesh, F. (2023). Affecting factors of Permission-based Marketing: A mix-method study (Case of Study: Mellat Bank). Iranian Journal of Management Studies, 16(3), 741-756. https://doi.org/10.22059/ijms.2022.326707.674627

Milne, G. R., & Gordon, M. E. (1993). Direct mail privacy-efficiency trade-offs within an implied social contract framework. Journal of Public Policy & Marketing, 12(2), 206-215. https://doi.org/10.1177/074391569101200206

Moedeen, S., Aw, E. C., Alryalat, M., Wei-Han Tan, G., Cham, T., Ooi, K., & Dwivedi, Y. K. (2023). Social media marketing in the digital age: Empower consumers to win big? Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-09-2022-0784

Nigam, A., Behl, A., Pereira, V., & Sangal, S. (2022). Impulse purchases during emergency situations: Exploring permission marketing and the role of blockchain. Industrial Management & Data Systems, 123(1), 155-187. https://doi.org/10.1108/imds-12-2021-0799

Sergeeva, A., Rohles, B., Distler, V., & Koenig, V. (2023, April). “We Need a Big Revolution in Email Advertising”: Users’ Perception of Persuasion in Permission-based Advertising Emails. In Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems (pp. 1-21). https://doi.org/10.1145/3544548.3581163

Soares, A. M., & Pinho, J. C. (2014). Advertising in online social networks: The role of perceived enjoyment and social influence. Journal of Research in Interactive Marketing, 8(3), 245-263. https://doi.org/10.1108/jrim-08-2014-001

Swain, S., Jebarajakirthy, C., Maseeh, H. I., Saha, R., Gupta, N., & Grover, R. (2023). Permission marketing: A systematic review of 22 years of research. Marketing Intelligence & Planning, 41(3), 310-328. https://doi.org/10.1108/mip-05-2022-0187

Tan, G. W., Aw, E. C., Cham, T., Ooi, K., Dwivedi, Y. K., Alalwan, A. A., Balakrishnan, J., Chan, H. K., Hew, J., Hughes, L., Jain, V., Lee, V. H., Lin, B., Rana, N. P., & Tan, T. M. (2023). Metaverse in marketing and logistics: The state of the art and the path forward. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-01-2023-0078

Tiwari, A., Kumar, A., Kant, R., & Jaiswal, D. (2023). Impact of fashion influencers on consumers' purchase intentions: Theory of planned behaviour and mediation of attitude. Journal of Fashion Marketing and Management: An International Journal. https://doi.org/10.1108/jfmm-11-2022-0253

Published

2023-09-30

Issue

Section

Articles

How to Cite

Latif, A., Aftab, A., & Khalid, Z. (2023). Factors Affecting the Attitude towards Permission-based Marketing. Qlantic Journal of Social Sciences, 4(3), 268-278. https://doi.org/10.55737/qjss.825711492