ROLE OF ETHICAL VALUES IN DIGITAL MARKETING AND THE STRATEGIES ADOPTED TO ENHANCE E-MARKETING; A CRITICAL ANALYSIS
Volume 1Issue I Year 2022
Dr.Nemat Sheereen. S
Assistant Professor, School of Legal Studies, CUSAT, Kochi
nematsheerin3@gmail.com
Table of Contents
Dr.Nemat Sheereen. S
Assistant Professor, School of Legal Studies, CUSAT, Kochi
nematsheerin3@gmail.com
Digital marketing-e commerce-customer attitude-content preference-social media
1. Diez-Martin, F., Blanco-Gonzalez, A. and Prado-Roman, C., Research challenges in digital marketing: sustainability, 11(10) SUSTAIN. J. 1,pp.1-9 (2019)
2. Brandequity.com, Available at https://brandequity.economictimes.indiatimes.com/news/marketing/5-digital-marketing-trends-to-watch-out-for-before-2022-ends/93625213, accessed on 13/10/2022.
3. Charitha Harshani Perera, Rajkishore Nayak & Long Thang Van Nguyen, The impact of social media marketing and brand credibility on higher education institutes’ brand equity in emerging countries, 00 J. Mark. Commun, 1 (2022)
4. Mkwizu, K.H., Digital marketing and tourism: opportunities for Africa, 34(1)1nternational Hospitality Review 5, pp.5-12 (2020). https://www.emerald.com/insight/content/doi/10.1108/IHR-09-2019-0015/full/pdf?title=digital-marketing-and-tourism-opportunities-for-africa.pdf.
5. Zhao Hong & Li Yi, Research on the Influence of Perceived Risk in Consumer On-line Purchasing Decision, 24 Phys. Procedia 1304, pp.1304-1310,(2012),https://www.sciencedirect.com/science/article/pii/S1875389212002386;Khai Sheang Lee & Soo Jiuan Tan, E-retailing versus physical retailing. A theoretical model and empirical test of consumer choice, 56 J. BUS. RES. 877, pp.877-885(2003) https://www.sciencedirect.com/science/article/pii/S0148296301002740.pdf.
6. Chia Hui Yen & H. Hsi-Peng, Factors influencing online auction repurchase intention, 18 Internet Res. 7 ,pp.7-15(2008)
7. Id. at 8.
8. Taiminen, H.M. and Karjaluoto H., The usage of digital marketing channels in SMEs., 22(4) J. S. B. E. D.633, pp. 633-651(2015)
9. José M. Ponzoa & Anett Erdmann, E-Commerce Customer Attraction: Digital Marketing Techniques, Evolution and Dynamics across Firms, 27 J. Promot. Manag. 697 (2021)
10. Prince Clement Addo et al., Customer engagement and purchase intention in live-streaming digital marketing platforms, 41 Serv. Ind. J. 767, pp.767-786 (2021)
11. Ree C. Ho & Kanesh Gopal Rajadurai, Live Streaming Meets Online Shopping in the Connected World: Interactive Social Video in Online Marketplace 130(IGI Global 2020).
12. Id. at 131.
13. Alexandra Zaif & Alina Elena Cerchia, Integrating Online Marketing Strategies in B2B Companies, 19 “Ovidius” Univ. Ann. Econ. Sci. Ser. 614, pp.614-619 (2019) https://stec.univ-ovidius.ro/html/anale/RO/wpcontent/uploads/2020/02/Section%20IV/35.pdf.
14. E. S. Soegoto & A. T. Utomo, Marketing Strategy Through Social Media, 662 IOP Conf. Ser. Mater. Sci. Eng.1, pp.1-7 (2019) https://iopscience.iop.org/article/10.1088/1757-899X/662/3/032040/pdf.
15. Guttmann, A. Global ad spend distribution 2020 by medium, STATISTICA(Dec.3,2022,5:10PM)
16. Andres Borrios Rbio, 13(11)The Colombian Media Industry on the Digital Social Consumption Agenda in Times of Covid-19, “INFORMATION” 1,pp.1-19 (2021)
17. Bush, V.D., Venable, B.T. and Bush, A.J., Ethics and marketing on this internet: Practitioners perceptions of societal, industry and company concerns,23(3) Journal of business ethics 237, pp.237-248 (2000), https://doi.org/10.1023/A:1006202107464.pdf.
18. Gogia J., Nanda, S. Digital marketing: Significance and trending strategies during COVID-19, 3(11) International Journal of Research in Engineering, Science and Management, 45 pp.45-46(2020)
19. Tae Hyun Baek, Future Trends in Digital Advertising: A Global Context, 43(3) Journal of Current Issues & Research in Advertising 276,pp.276-280(2022)
20. Khan, F. and Siddiqui K., The importance of digital marketing. an exploratory study to find the perception and effectiveness of digital marketing amongst the marketing professionals in Pakistan, 7(2) Journal of Information Systems & Operations Management, 1 pp. 12-19(2013)
21. Zhao Hong & Li Yi, Research on the Influence of Perceived Risk in Consumer On-line Purchasing Decision, 24 Phys. Procedia 1304,pp. 1304-1310 (2012) https://www.sciencedirect.com/science/article/pii/S1875389212002386.pdf; Khai Sheang Lee & Soo Jiuan Tan, E-retailing versus physical retailing:A theoretical model and empirical test of consumer choice, 56(11) J. BUS. RES. 877 , pp. 877-885 (2003) Khai Sheang Lee & Soo Jiuan Tan, E-retailing versus physical retailing:A theoretical model and empirical test of consumer choice, 56(11) J. BUS. RES. 877 , pp. 877-885 (2003) https://www.sciencedirect.com/science/article/pii/S1875389212002386.pdf.
22. Chia Hui Yen & H. Hsi-Peng, Factors influencing online auction repurchase intention, 18 (1)Internet Res. 7 ,pp. 7-25(2008) https://www.emerald.com/insight/content/doi/10.1108/10662240810849568/full/pdf?title=factors-influencing-online-auction-repurchase-intention.pdf.
23. Bhattacherjee, A. Understanding information systems continuance: An expectation-confirmation model, 25(3) MIS Quarterly 351,pp 351-370, (2001) https://doi.org/10.2307/3250921.pdf.
24. Yongrok Choi & Do Quynh Mai, The sustainable role of the e-trust in the B2C e-commerce of Vietnam, 10(1) Sustain. 1,pp.1-18(2018) https://doi.org/10.3390/su10010291.pdf; Yam B. Limbu, Marco Wolf & Dale Lunsford, Perceived ethics of online retailers and consumer behavioral intentions: The mediating roles of trust and attitude, 6 (2) J. RES. INTERACT. MARK. 133,pp.133-148 (2012) https://www.researchgate.net/publication/241306703_Perceived_ethics_of_online_retailers_and_consumer_behavioral_intentions_The_mediating_roles_of_trust_and_attitude.pdf; Elbeltagi, I., & Agag, G., E-retailing ethics and its impact on customer satisfaction and repurchase intention: A cultural and commitment-trust theory perspective,26(1)Internet Research 288 , pp. 288–310 (2016) https://doi.org/10.1108/IntR-10-2014-0244 .pdf.
25. Sergio Roman, The ethics of online retailing: A scale development and validation from the consumers’ perspective, 72 (1)J. BUS. ETHICS 131,pp.131-148 (2007) https://www.jstor.org/stable/25075367.pdf.
26. Hilde A.M.Vooveld, Gda Van Noort, Daniel G Mutinga and Fred Bronner,Engagement with Social Media and Social Media Advertising: The Diffferentiating Role of Platform Type, 47(1)Journal of Advertising volume 38, pp.38-54(2018) https://doi.org/10.1080/00913367.2017.1405754.pdf.
27. Barbara J. Phillips, Jessica Miller & Edward F. McQuarrie, Dreaming out loud on pinterest: New forms of indirect persuasion, 33(4)Int. J. Advert. 633,pp.633-655 (2014) https://doi.org/10.2501/IJA-33-4-633-655.pdf.
28. Raja Ahmed Jamil, Abdul Qayyum & Mohammad Saeed Lodhi, Skepticism Toward Online Advertising, 12(1) Int. J. Online Mark. 1,pp.1-21 (2022) https://www.researchgate.net/publication/355062387_Skepticism_Toward_Online_Advertising_Causes_Consequences_and_Remedial_Moderators.pdf.
References
1. Diez-Martin, F., Blanco-Gonzalez, A. and Prado-Roman, C., Research challenges in digital marketing: sustainability, 11(10) SUSTAIN. J. 1,pp.1-9 (2019)
2. Brandequity.com, Available at https://brandequity.economictimes.indiatimes.com/news/marketing/5-digital-marketing-trends-to-watch-out-for-before-2022-ends/93625213, accessed on 13/10/2022.
3. Charitha Harshani Perera, Rajkishore Nayak & Long Thang Van Nguyen, The impact of social media marketing and brand credibility on higher education institutes’ brand equity in emerging countries, 00 J. Mark. Commun, 1 (2022)
4. Mkwizu, K.H., Digital marketing and tourism: opportunities for Africa, 34(1)1nternational Hospitality Review 5, pp.5-12 (2020). https://www.emerald.com/insight/content/doi/10.1108/IHR-09-2019-0015/full/pdf?title=digital-marketing-and-tourism-opportunities-for-africa.pdf.
5. Zhao Hong & Li Yi, Research on the Influence of Perceived Risk in Consumer On-line Purchasing Decision, 24 Phys. Procedia 1304, pp.1304-1310,(2012),https://www.sciencedirect.com/science/article/pii/S1875389212002386;Khai Sheang Lee & Soo Jiuan Tan, E-retailing versus physical retailing. A theoretical model and empirical test of consumer choice, 56 J. BUS. RES. 877, pp.877-885(2003) https://www.sciencedirect.com/science/article/pii/S0148296301002740.pdf.
6. Chia Hui Yen & H. Hsi-Peng, Factors influencing online auction repurchase intention, 18 Internet Res. 7 ,pp.7-15(2008)
7. Id. at 8.
8. Taiminen, H.M. and Karjaluoto H., The usage of digital marketing channels in SMEs., 22(4) J. S. B. E. D.633, pp. 633-651(2015)
9. José M. Ponzoa & Anett Erdmann, E-Commerce Customer Attraction: Digital Marketing Techniques, Evolution and Dynamics across Firms, 27 J. Promot. Manag. 697 (2021)
10. Prince Clement Addo et al., Customer engagement and purchase intention in live-streaming digital marketing platforms, 41 Serv. Ind. J. 767, pp.767-786 (2021)
11. Ree C. Ho & Kanesh Gopal Rajadurai, Live Streaming Meets Online Shopping in the Connected World: Interactive Social Video in Online Marketplace 130(IGI Global 2020).
12. Id. at 131.
13. Alexandra Zaif & Alina Elena Cerchia, Integrating Online Marketing Strategies in B2B Companies, 19 “Ovidius” Univ. Ann. Econ. Sci. Ser. 614, pp.614-619 (2019) https://stec.univ-ovidius.ro/html/anale/RO/wpcontent/uploads/2020/02/Section%20IV/35.pdf.
14. E. S. Soegoto & A. T. Utomo, Marketing Strategy Through Social Media, 662 IOP Conf. Ser. Mater. Sci. Eng.1, pp.1-7 (2019) https://iopscience.iop.org/article/10.1088/1757-899X/662/3/032040/pdf.
15. Guttmann, A. Global ad spend distribution 2020 by medium, STATISTICA(Dec.3,2022,5:10PM)
16. Andres Borrios Rbio, 13(11)The Colombian Media Industry on the Digital Social Consumption Agenda in Times of Covid-19, “INFORMATION” 1,pp.1-19 (2021)
17. Bush, V.D., Venable, B.T. and Bush, A.J., Ethics and marketing on this internet: Practitioners perceptions of societal, industry and company concerns,23(3) Journal of business ethics 237, pp.237-248 (2000), https://doi.org/10.1023/A:1006202107464.pdf.
18. Gogia J., Nanda, S. Digital marketing: Significance and trending strategies during COVID-19, 3(11) International Journal of Research in Engineering, Science and Management, 45 pp.45-46(2020)
19. Tae Hyun Baek, Future Trends in Digital Advertising: A Global Context, 43(3) Journal of Current Issues & Research in Advertising 276,pp.276-280(2022)
20. Khan, F. and Siddiqui K., The importance of digital marketing. an exploratory study to find the perception and effectiveness of digital marketing amongst the marketing professionals in Pakistan, 7(2) Journal of Information Systems & Operations Management, 1 pp. 12-19(2013)
21. Zhao Hong & Li Yi, Research on the Influence of Perceived Risk in Consumer On-line Purchasing Decision, 24 Phys. Procedia 1304,pp. 1304-1310 (2012) https://www.sciencedirect.com/science/article/pii/S1875389212002386.pdf; Khai Sheang Lee & Soo Jiuan Tan, E-retailing versus physical retailing:A theoretical model and empirical test of consumer choice, 56(11) J. BUS. RES. 877 , pp. 877-885 (2003) Khai Sheang Lee & Soo Jiuan Tan, E-retailing versus physical retailing:A theoretical model and empirical test of consumer choice, 56(11) J. BUS. RES. 877 , pp. 877-885 (2003) https://www.sciencedirect.com/science/article/pii/S1875389212002386.pdf.
22. Chia Hui Yen & H. Hsi-Peng, Factors influencing online auction repurchase intention, 18 (1)Internet Res. 7 ,pp. 7-25(2008) https://www.emerald.com/insight/content/doi/10.1108/10662240810849568/full/pdf?title=factors-influencing-online-auction-repurchase-intention.pdf.
23. Bhattacherjee, A. Understanding information systems continuance: An expectation-confirmation model, 25(3) MIS Quarterly 351,pp 351-370, (2001) https://doi.org/10.2307/3250921.pdf.
24. Yongrok Choi & Do Quynh Mai, The sustainable role of the e-trust in the B2C e-commerce of Vietnam, 10(1) Sustain. 1,pp.1-18(2018) https://doi.org/10.3390/su10010291.pdf; Yam B. Limbu, Marco Wolf & Dale Lunsford, Perceived ethics of online retailers and consumer behavioral intentions: The mediating roles of trust and attitude, 6 (2) J. RES. INTERACT. MARK. 133,pp.133-148 (2012) https://www.researchgate.net/publication/241306703_Perceived_ethics_of_online_retailers_and_consumer_behavioral_intentions_The_mediating_roles_of_trust_and_attitude.pdf; Elbeltagi, I., & Agag, G., E-retailing ethics and its impact on customer satisfaction and repurchase intention: A cultural and commitment-trust theory perspective,26(1)Internet Research 288 , pp. 288–310 (2016) https://doi.org/10.1108/IntR-10-2014-0244 .pdf.
25. Sergio Roman, The ethics of online retailing: A scale development and validation from the consumers’ perspective, 72 (1)J. BUS. ETHICS 131,pp.131-148 (2007) https://www.jstor.org/stable/25075367.pdf.
26. Hilde A.M.Vooveld, Gda Van Noort, Daniel G Mutinga and Fred Bronner,Engagement with Social Media and Social Media Advertising: The Diffferentiating Role of Platform Type, 47(1)Journal of Advertising volume 38, pp.38-54(2018) https://doi.org/10.1080/00913367.2017.1405754.pdf.
27. Barbara J. Phillips, Jessica Miller & Edward F. McQuarrie, Dreaming out loud on pinterest: New forms of indirect persuasion, 33(4)Int. J. Advert. 633,pp.633-655 (2014) https://doi.org/10.2501/IJA-33-4-633-655.pdf.
28. Raja Ahmed Jamil, Abdul Qayyum & Mohammad Saeed Lodhi, Skepticism Toward Online Advertising, 12(1) Int. J. Online Mark. 1,pp.1-21 (2022) https://www.researchgate.net/publication/355062387_Skepticism_Toward_Online_Advertising_Causes_Consequences_and_Remedial_Moderators.pdf.