Ethics in digital marketing
Gordiyevskaya, Anastasia (2020)
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The study aimed to determine whether there is a risk for companies of using hypertargeted advertising and to find out what changes should be made in the formation of the strategy to avoid negative attitudes from customers to a hyper-personalized approach. This thesis consists of two parts: theoretical and empirical. The theoretical part provided a while number of terminologies and concepts on this topic, as well as important material for formulating the hypotheses that can be tested through empirical research. The study was based on the analysis of the interviews with specialists in this field, relevant articles, and books. The theoretical basis is formed by utilitarianism and dutybased ethical theories, the endowment effect, and uncanny valley theories. Empirical research was conducted in the form of an internet survey with a structured self-administered questionnaire. 84 participants from five different generations have taken part in the survey. The results were analyzed using a quantitative method with the help of the Microsoft Excel program and presented in the form of graphs. Based on the research undertaken, it was revealed that to a certain extent there is a risk of using hyper-targeted advertising. However, most of the responses do not consider targeting marketing a potential threat to their privacy, they usually have a neutral attitude toward it. Negative emotions are evoked mostly because of fear of cyberattacks and misuse of data; therefore, marketers need to counteract the prejudices of internet users by boosting the transparency and trust in relationships. The results of the research can be used for further studies in these areas.