permission marketing and privacy concerns: a case study of online service customers of companies in the agricultural sector of rasht city

Nowadays, due to the number of advertisements and the increased awareness of customers, it has become difficult to communicate with them. they often do not respond to marketing stimulants and even consider it a nuisance. however, this research has shown that it is still possible to reach the potentials of customers with relevant and specific messages. to address these concerns and to meet legal requirements, the concept of pre-authorization consumer provides an interesting option for future engagement. this concept, called permission marketing, refers to direct marketing activities that require consumer consent for a particular company to contact the consumer. these messages are personal and relevant, beneficial and reciprocal. permission not only has a positive effect on consumer response to interactive marketing activities, but is also a legal requirement for companies using direct marketing media. the present research, in terms of the practical purpose and the descriptive-survey data collection method, is based on correlation and in terms of time was carried out cross-sectional. the research model was evaluated with a questionnaire of 34 questions (based on a likert scale 5-point). the statistical sample was account for 384 online customers receiving the services from the rasht’s agriculture department. at the end, among the 10 hypotheses proposed, two hypotheses were rejected and 8 hypotheses were confirmed. privacy concerns were explained by 88% and permission by 50% in the model.