Manuscript on Permission Marketing and Privacy Concerns accepted for publication
The article "Permission Marketing and Privacy Concerns – Why Do Customers (Not) Grant Permissions?" by Manfred Krafft, Christine M. Arden, and Peter C. Verhoef has been accepted for publication in Journal of Interactive Marketing.
In this study, a framework is developed to investigate the effect of select drivers of consumers granting permission to receive personalized messages. The authors identify the influence of perceived personal relevance, entertainment, and consumer information control as well as monetary incentives and lottery participation as benefit-related factors. The authors find that monetary incentives and lotteries do not reveal any effect. Customers grant permission for relevant and entertaining content under their control. Registration cost, privacy concerns and intrusiveness lead to fewer permissions. Entertaining and relevant content attenuates negative effects of privacy concerns.