Permission-based e-mail marketing in the Indian context: Factors affecting consumer consent

Abstract

The combination of market growth and the profusion and convergence of new technologies has opened many new opportunities for marketing promotions and advertisements. By obtaining consumers’ consent to receive marketing messages, organisations can leverage the low cost of e-mail communication at the same time as building consumer trust. To determine the factors that influence consumers’ consent to receive marketing messages, this study employed a structured questionnaire to survey 200 people. The study identified three factors: perceived benefit, trustworthiness and ease of differentiation. This research is the first to conceptualise permission-based marketing as a technique in Indian marketing and to measure the factors related to it.