دانلود رایگان مقاله انگلیسی دیدگاه مصرف کنندگان در مورد اصول اخلاقی استراتژی های بازاریابی مبتنی بر فناوری - امرالد 2017

Abstract

Purpose Technology-based initiatives are now being routinely incorporated within most companies’ marketing strategies. This study explores consumer perspectives on the ethics of these initiatives. It also seeks to identify underlying dimensions within the technology-based strategic environment with the intent of generating advances for both academicians and practitioners alike. Design/methodology/approach The enquiry is based on a survey featuring a cross-section of 20 technology-based initiatives. A sample of 967 adult residents of the United States provided their views of the extent to which each initiative/scenario conformed to their perception of society’s norms regarding ethical acceptability. Findings Thirteen of the 20 initiatives were deemed unacceptable with the greatest disdain exhibited for a company posting bogus online reviews. Most acceptable were self-service checkouts. Three subdimensions of the ethicality construct as it relates to technology-based marketing initiatives were identified and validated as measurement scales for use in future research: involvement, communication and privacy. Research limitations/implications The generalization of findings may be limited because younger and older segments of the population were slightly under- and over-represented, respectively. Practical implications Marketers should recognize that consumers are much more accepting of any initiative from which they will derive some benefit. They should also recognize that within this arena, ethical acceptability is a multidimensional phenomenon, necessitating that they strategize accordingly. Originality/value Although previous research has garnered insights with respect to a particular technology-based marketing initiative, none have explored the relativities of consumer perceived ethicality across an array of different initiatives or examined any latent sub-dimensions of the construct in this arena. This study addresses these deficiencies.

Conclusions

Marketing ethics is a point of concern, scrutiny, and criticism by multiple constituencies, to the point where it is now becoming recognized as an important success factor driving the future of the discipline (Newman, 2015). The incorporation of new technology within a firm’s marketing strategy has created a litany of new concerns making it conceivable that increased scrutiny will be placed on those marketers who choose to implement these emerging technology-based marketing initiatives. Accordingly, it is apparent that marketers need to complete their due diligence so as to determine which potential technology-based marketing strategies will likely be viewed as acceptable or not within their target markets prior to a decision to operationalize it, and with a view toward the development of an ethical policy in this domain. Whilst not all members of any specific market are likely to agree on what is acceptable, particular interest should be directed towards the weight and depth of such opinion at the extreme ends of the spectrum - both positive and negative. Equally, it is important for marketers to recognize that ethical acceptability is a multidimensional phenomenon and to strategize accordingly. Indeed, in light of the evidence presented in this study, marketers would do well to consider how best to communicate the consumer benefits associated with their planned initiatives. In addition, they should consider how to maximize the transparency and authenticity of any such initiative whilst concurrently seeking to minimize the perception of there being an invasion of the consumers’ privacy.