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VOL. 9, ISSUE 5 (2023)
Permission marketing: A theoretical framework
Authors
Chandrika Devi, Kusum Lata
Abstract
In modern times customers are much concerned about their privacy and
privacy of customers is halted by unwanted marketing communications.
Organizations now have a variety of alternatives for marketing their brands and
products/services in an efficient and cost-effective manner thanks to
electronic marketing, but it is important to take great care to protect privacy
of customers. The adoption of electronic marketing is directly influenced by
consumers’ worries about unethical online behaviour. While many people are
prepared to exchange goods and services, many are hesitant to make online
purchases due to a lack of trust. Due to privacy concerns with e-marketing,
consumers continue to favour traditional channels when making purchases. Review
of the literature reveals privacy has become a major problem for all online
businesses. The permission marketing strategy a novice concept can
provide solution to customers from unwanted marketing information and privacy
concerns. This research study aims to look into the theoretical framework of
permission marketing. The study looked at the various theories
explaining the theoretical framework of permission marketing, constructs
identified by various theories for customer acceptance for permission marketing
and conceptual framework for cost - benefits of permission marketing program to
consumers. The study will contribute to the existing dearth literature on
permission marketing.
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Pages:79-86
How to cite this article:
Chandrika Devi, Kusum Lata "Permission marketing: A theoretical framework". International Journal of Commerce and Management Research, Vol 9, Issue 5, 2023, Pages 79-86
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