MANAGING ETHICS IN ONLINE MARKETING STRATEGY: ASSESSING ITS IMPACT ON CONSUMER PRODUCT PERCEPTION

Abstract

This study explores the relationship between ethical practices in digital marketing and their impact on consumer trust and brand perception within the Albanian market. Employing a combination of quantitative and qualitative methodologies, the research examines how various business types, and the presence of digital marketing departments influence ethical standards. The findings reveal a significant positive correlation between high ethical standards and increased consumer trust. Additionally, the results highlight industry-specific variations in the implementation of ethical practices, suggesting that the type of business significantly affects how ethics are perceived and integrated. The study also investigates the potential moderating role of digital marketing capabilities in ethical implementations. While findings on this aspect were marginally significant, they indicate an emerging trend that merits further exploration. Based on these insights, the paper provides recommendations for businesses on enhancing ethical practices in digital marketing and suggests areas for future research to deepen understanding of these dynamics. Recommendations are made for businesses to develop industry-specific ethical guidelines and enhance transparency in digital operations. Policymakers are advised to strengthen regulations to support ethical practices, fostering a trustworthy digital market environment.