Drivers and barriers of permission-based marketing

Purpose This paper aims to investigate the motivating and dissuading factors, which develop consumers’ attitude towards permission based marketing. Design/methodology/approach A conceptual model is proposed and validated by following the various studies on mobile and email marketing. A survey of 325 respondents was conducted in the Mumbai city, out of which 271 survey questionnaires were deemed fit for analysis, representing 83.38 per cent...