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Impact Factor : 8.14

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Paper Title: Teenagers internet browsing behaviour: Role of permission marketing and privacy concern
Authors Name: Sangeeta Kumawat , Dr. Vilas Chauhan
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IJRTI_186011
Published Paper Id: IJRTI2304075
Published In: Volume 8 Issue 4, April-2023
DOI:
Abstract: Abstract: As, there are neither works carried out on young people's perception of the concept of “permission marketing " in Mobile Advertising, nor the impact on their attitudes and their behavior, it seems interesting to investigate the teenagers sensibility to " Permission Marketing " and to study the role of this concept on their reactions toward Mobile Advertising campaigns. What brings us to answer the following problem: what is the influence of "Permission Marketing" on the cognitive, emotional and behavioral reactions of teenagers towards Mobile Advertising? The main objectives of this research work consist in investigating the various levels of teenagers' perception towards Mobile Advertising and “Permission Marketing” concepts, to determine their appropriate cognitive, emotional and behavioral answers and to identify the role of “Permission Marketing” on each of these reactions. As, there are neither or very fewer works carried out on teenagers’ awareness and attitude towards the concept of ‘Permission marketing’ and ‘Privacy concern’, nor the impact of permission marketing and privacy concern on their cognitive and internet browsing behaviour, it seems interesting to investigate the teenagers awareness and sensibility to ‘Permission Marketing’ and ‘Privacy concern’ and to study the manner and extent to which their browsing behaviour is affected. The main objectives of this research work consist in investigating the various levels of teenagers’ attitudes and perception towards ‘Permission Marketing’ and ‘Privacy concern’ concepts, and to determine the role of both these concepts on their browsing behaviour. Primary data was collected from 152 respondents by administering a questionnaire to school teenagers of Jaipur city. The research study revealed some interesting findings (favourable attitude and positive perception) regarding the role of ‘Permission Marketing’ and ‘Privacy concern’. The teenagers are very much aware about these two concepts, they know how and when to grant / not to grant the permission. Also, they have shown high concern for their personal information and data security while registering on different websites. They are smart enough to submit false information if required, thereby achieving the purpose of registering on the website. Also, they are willing to be a part of marketing campaigns undertaken by the corporates. The study reveals that many of their cognitive responses are not always seen in their actual browsing behaviour. Finally, the privacy related behaviour reveals that they take all precautionary measures to ensure their rights to privacy.
Keywords: Permission Marketing, Privacy concern, Teenagers, cognitive responses, internet browsing behaviour
Cite Article: "Teenagers internet browsing behaviour: Role of permission marketing and privacy concern", International Journal for Research Trends and Innovation (www.ijrti.org), ISSN:2455-2631, Vol.8, Issue 4, page no.461 - 470, April-2023, Available :http://www.ijrti.org/papers/IJRTI2304075.pdf
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ISSN: 2456-3315 | IMPACT FACTOR: 8.14 Calculated By Google Scholar| ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.14 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publication Details: Published Paper ID: IJRTI2304075
Registration ID:186011
Published In: Volume 8 Issue 4, April-2023
DOI (Digital Object Identifier):
Page No: 461 - 470
Country: Jaipur, Rajasthan, India
Research Area: Management
Publisher : IJ Publication
Published Paper URL : https://www.ijrti.org/viewpaperforall?paper=IJRTI2304075
Published Paper PDF: https://www.ijrti.org/papers/IJRTI2304075
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ISSN: 2456-3315
Impact Factor: 8.14 and ISSN APPROVED, Journal Starting Year (ESTD) : 2016

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