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Ethical Considerations in Digital Marketing: Challenges and Best Practices
Abstract
The use of technological devices and platforms for user participation, transfer of knowledge, and data exchange is referred to as online ethics. Social media platforms may be digital marketing instruments to identify trends, client interactions, and market demands. Cyberbullying is a serious topic, however, the majority of studies have concentrated on worries related to consumer privacy. It is crucial to use ethical decision-making methods before participating in any type of web-based activity because of how simple and quick these activities are. This essay seeks to examine the expenses associated with social media websites that rely on internet-based technology, as well as any possible drawbacks and moral dilemmas. The research looks at ethical issues including laws, rules, and privacy-regulating insurance plans. Consumer worries regarding the moral implications of internet purchases have increased along with e-commerce. The article uses a comprehensive examination of the literature on digital advertising, social networking sites, and ethics.
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Purpose
This research analyzed the existing academic and grey literature concerning the technologies and practices of people analytics (PA), to understand how ethical considerations are being discussed by researchers, industry experts and practitioners, and to identify gaps, priorities and recommendations for ethical practice.
Design/methodology/approach
An iterative “scoping review” method was used to capture and synthesize relevant academic and grey literature. This is suited to emerging areas of innovation where formal research lags behind evidence from professional or technical sources.
Findings
Although the grey literature contains a growing stream of publications aimed at helping PA practitioners to “be ethical,” overall, research on ethical issues in PA is still at an early stage. Optimistic and technocentric perspectives dominate the PA discourse, although key themes seen in the wider literature on digital/data ethics are also evident. Risks and recommendations for PA projects concerned transparency and diverse stakeholder inclusion, respecting privacy rights, fair and proportionate use of data, fostering a systemic culture of ethical practice, delivering benefits for employees, including ethical outcomes in business models, ensuring legal compliance and using ethical charters.
Research limitations/implications
This research adds to current debates over the future of work and employment in a digitized, algorithm-driven society.
Practical implications
The research provides an accessible summary of the risks, opportunities, trade-offs and regulatory issues for PA, as well as a framework for integrating ethical strategies and practices.
Originality/value
By using a scoping methodology to surface and analyze diverse literatures, this study fills a gap in existing knowledge on ethical aspects of PA. The findings can inform future academic research, organizations using or considering PA products, professional associations developing relevant guidelines and policymakers adapting regulations. It is also timely, given the increase in digital monitoring of employees working from home during the Covid-19 pandemic.
The growing use of social networks has led to the emergence of ethical and privacy concerns regarding the management of user data and how social networks train algorithms for economic purposes to organize the content shown to users. In this context, the present study aims to define and identify (i) the main concepts and (ii) performance measurements that social networks use to increase user engagement and modify user online behavior from the perspective of ethical design and surveillance capitalism in social media. Since previous research on this issue is scarce, this study bridges this gap in the literature by developing a Systematic Literature Review (SLR) of major scientific contributions made so far in this research area. We identify a total of 10 performance measurements and 4 ethical design measurements used by social media companies to increase user engagement and to achieve user behavior modification online, at times without users' awareness about this effect. Furthermore, we critically analyze the identified 14 indicators, as previous research suggests that these indicators can generate addiction and modification of user behavior and feelings. The paper concludes with a discussion of important theoretical and practical implications of ethical design in social media for further research; we also question the economic approaches proposed in the business models of digital and social media platforms.
p>The Covid 19 pandemic caused significant changes, especially those relating to marketing that led to digital usage. This article aims to determine the prospects and effects of digital marketing in the pandemic period and develop the concept of digital marketing from an Islamic perspective. The methodology of this article uses a descriptive qualitative approach by analyzing various literature on digital marketing. The results of this study found that advances in information technology played a role in the development of digital marketing, especially during the Covid-19 Pandemic. The characterization of digital marketing from an Islamic perspective will open new avenues for future research and will make researchers more theoretical. Sensitive to the ontological and epistemological assumptions underlying Islamic marketing research. This article contributes to the development of digital marketing from an Islamic perspective by introducing and characterizing potential new fields of Islamic marketing research. In the future, business people must follow technological advancements as digital marketing media to increase their marketing.</p
Digital transformation, driven by technological advances and changing customer requirements, is stimulating the use of digital marketing. 11% of Swiss organizations regard digital marketing as a key investment area as part of their overall digital transformation strategy, with over one third of Swiss organizations currently investing in new sales and marketing tools. Unfortunately, there are implementation gaps between Swiss small and medium-sized enterprises (SME) and large enterprises (LE). In short, SME are lagging behind LE and generally do not use digital marketing tools, channels, and platforms. Barriers that prevent SME from adopting higher digital marketing tools are cultural change, limited resources/high costs, technology, and expertise. The objective of this study is to close the knowledge gap and provide SME with an overview of the most important digital marketing tools based on a literature review in order to leverage the opportunity of digital technology in the marketing discipline and reduce the distance to LE. The literature review identified nineteen relevant articles. These articles include 162 citations of tools, channels, platforms, and methods, which can be used by SME to close the knowledge gap and thus take advantage of a new, digital marketing portfolio. The twenty-four unique digital marketing tools are presented based on a comparative analysis, with the eleven most often cited tools being defined and described. Potential for further research was identified.
The ready access to and availability of social media has opened up a wealth of data that marketers are leveraging for strategic insight and digital marketing. Yet there is a lack of professional norms regarding the use of social media in marketing and a gap in understanding consumers’ comfort with marketers’ use of their social media data. This study analyzes a census-balanced sample of online adults (n = 751) to identify consumers’ perceptions of using social media data for marketing purposes. The research finds that consumers’ perceived risks and benefits of using social media have a relationship with their comfort with marketers using their publicly available social media data. The research extends the applicability of communication privacy management theory to social media and introduces marketing comfort—a new construct of high importance for future marketing research. Marketing comfort refers to an individual's comfort with the use of information posted publicly on social media for targeted advertising, customer relations, and opinion mining. In the context of the construct development, we find that targeted advertising is the strongest contributing component to marketing comfort, relative to the other two dimensions: opinion mining and customer relations. By understanding what drives consumer comfort with this emerging marketing practice, the research proposes strategies for marketers that can support and mitigate consumers’ concerns so that consumers can maintain trust in marketers’ digital practices.
During the past quarter-century, digital technologies-based innovations for creating, communicating, and delivering products of value to customers have significantly risen in importance to the competitiveness of firms. Digital technologies-based innovations have been transformational in numerous ways, such as the impact on firms’ marketing behaviors, consumers’ search and buying behaviors, and the structural characteristics of markets and industries. Against this backdrop, this article provides a perspective on the evolution of research and practice in digital product innovations and digital marketing innovations. Specifically, this article focuses on (a) innovations for the greater good in the domain of the former and (b) direct and mediated communications through social media platforms and omnichannel marketing in the domain of the latter. Regarding each of the above, this article also provides an overview of the evolution and current state of the field, highlights certain current issues and the trajectory of the field, and proposes directions for future research.
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