Impact of Ethical Issues in Social Media Advertising on Consumers’ Trust
Keywords:
Social Media, Advertising, Ethics, Consumer, TrustAbstract
Ethical issues in social media advertising undermine consumer trust and loyalty, whereas ethical practices can strengthen trust and cultivate long-term relationships. This quantitative study uses a survey to explore the impact of moral issues and practices in social media advertising on consumer buying behavior. The findings reveal that consumers are highly sensitive to unethical practices in social media advertising and respond with strong negative emotions such as irritation and avoidance of associated brands. On the other hand, good ethical practice enhances consumers' trust and loyalty. In addressing moral challenges and building public confidence in social media advertising, ethical guidelines, as well as inclusivity of gender identities and societal outlooks, capture a larger range.
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