Marketing Ethics in the Age of Digital Technology

A prominent question among researchers was concerning the ethical dimensions of marketing communication. To put it another way, if the primary purpose of marketing is to sell a service or product, are there any ethical methods to the communication process? Moreover, should the commercial communicati...

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Bibliographic Details
Published in:FAIMA Business & Management Journal 2022-09, Vol.10 (3), p.13-21
Main Author: Goldbach, Dumitru
Format: Article
Language:English
Subjects:
Advertising
Communication
Corporate profits
Decision making
Digital marketing
Digital technology
Ethics
Internet
Search engines
Social networks
Society
Stakeholders
Values
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Summary:A prominent question among researchers was concerning the ethical dimensions of marketing communication. To put it another way, if the primary purpose of marketing is to sell a service or product, are there any ethical methods to the communication process? Moreover, should the commercial communication approach be ethical or only pragmatic? These are the papers primary questions. To begin, all organizations (public or private) see marketing as a fundamental instrument for reaching their goals. In this scenario, one aspect that may be considered is how ethical the aims are. During the earlier time, both businesses and communicators faced new obstacles. Modern technology and globalization have had a direct impact on how marketing communications work. In essence, a new set of tools was introduced, resulting in new trends and possibilities. The internet and technological advancements have revealed the effectiveness of marketing communication 2.0 or its brand-new online form. A new tool that is greatly wanted by companies. And, in this scenario, if the organizations goals are ethical, we may assume that the methods used are equally ethical. The paper aims to emphasise the role of ethical marketing in digital times.
ISSN:2344-4088