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Factors Affecting Parents' Permission to Accept the Marketing of Companies Providing Services (Kindergartens) with an Emphasis on the Role of Privacy in Children's Mental Health
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Zahra Mohammadzadeh Emamverdikhan1    , Alireza Farokhbakht Foumani * 2, Rahmatali Saberi Haqayeq2 |
1- Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran
2- Department of Management, Bandar Anzali Branch, Islamic Azad University, Bandar Anzali, Iran |
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Abstract: (4517 Views) |
Background and Purpose: The most important decision-making factor for parents in choosing the best center for the initial education of children, which has a significant impact on their mental health when they enter society, is reaching parents and establishing interactive communication, providing explanations and services of kindergartens. The current research was carried out with the aim of knowing the set of effective factors in allowing parents to communicate with kindergartens (companies providing services), emphasizing the role of privacy for parents and children.
Method: This research was conducted in 2 qualitative phases. First: A Meta-synthesis with a review of over 150 domestic and foreign articles, Second: Content analysis with semi-structured interviews with 25 professors, managers, and special customers of kindergartens in Guilan province. In phase 2, coding was done and the model obtained from phase 1 was analyzed using the fuzzy-Delphi method. The Kappa kohen coefficient was calculated to measure the reliability.
Results: The indices of the model obtained from the Meta-synthesis phase of "Privacy concern", "Disposition toward privacy" and "Permission" together with a weight of 0.065 had the highest weight and the second rank was the index of "culture" with 0.062. In phase two, from the point of view of social presence managers and experts, "App permission concerns", "Previous online experience" and "Costs (intrusiveness)" were below average and should be removed from the resulting model. According to the Kappa-Cohen coefficient (0.795) and its significance level, according to research experts, the test has acceptable reliability in the fuzzy part. Also, in this phase, based on the opinion of experts, "Culture" was considered as an effective factor in the model.
Conclusion: After measuring the model obtained from the (Meta-synthesis phase (by experts and removing 4 rejected factors, the final model was obtained, and its quantitative test was suggested in future research. The implications of the current research and the role of privacy in the child's mental health were also discussed in the article. |
Article number: 10 |
| Keywords: Permission marketing, privacy concern, service companies, kindergarten, mental health |
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Full-Text [PDF 1406 kb]
(3288 Downloads)
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Type of Study: Research |
Subject:
General
Received: 2022/08/31 | Accepted: 2022/11/30 | Published: 2023/01/31
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