The Practice of Marketing Ethics and Its Impact on the Efficiency of Online Commercials
Keywords:
Ethical Marketing, Online Advertising, Effectiveness, Credibility of Advertisement, CondorAbstract
This study aims at identifying the impact of practicing marketing ethics at companies on the success of their online commercial advertisements in terms of efficiency, prevalence and customer satisfaction. Therefore, the study tackled theoretical and practical analysis following different approaches in order to illustrate the impact of the marketing ethics and the internet’s role in this matter. An electronic questionnaire was distributed to a sample that consisted of 580 persons. Through using structural Equation modeling, the research concluded that the credibility of the product’s features and provided information are among the ethical practices of businesses that impact the effectiveness of online advertisements. The study also presented a number of recommendations and marketing content.
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